Emirates is inviting global travellers to “Fly Better” with the launch of its bold new brand promise.

The new Emirates campaign launches on 1 November with a snazzy ad spot that showcases the airline’s award-winning inflight entertainment system ice and its diverse offering.

The ad spot takes viewers on a fantastical journey as a cabin crew member morphs into an energetic dancer – transitioning between different dance styles from Bollywood to Hip Hop, representing the superior and diverse range of content on ice. The spot ends with Emirates’ trademark light humour.

A second ad spot that promotes Emirates’ extensive network of destinations will run concurrently and takes us across the world to the tune of a catchy song composed for the campaign.

In addition to traditional advertising and digital platforms, the new “Fly Better” brand promise will also be rolled out across Emirates’ sponsorships and events portfolio.

The first “Emirates Fly Better” in-stadium branding will be unveiled at the Meydan racecourse in Dubai from 1 November, in time for the start of the racing season. It will be followed by global exposure via the on-field perimeter billboards at the much-anticipated Arsenal vs. Liverpool football match on 3 November.

On 11 November, Emirates-sponsored team AC Milan will also debut Fly Better for the first time on their team jerseys, in their highly-anticipated Serie A match against rivals Juventus.

On 25 October, 1985, Emirates flew its first customers from Dubai to Karachi. The airline has grown exponentially since, becoming the world's largest international airline.