Emirates Case Study

About Project

The Event Production Company team collaborated to produce a slick, fast-paced conference at the ICC Durban Arena to launch Emirates airline's Durban Route.

In Person
August 2009

The challenge:

We were required to create this event within a tight, two-week deadline.

The result:

Designed to emulate the premium experience of travelling with Emirates, the event was divided into three distinct areas - the Cocktail, Learning and Entertainment Zones. First guests were “checked in” to the foyer of the ICC Durban Arena, which had been transformed into a simulated Emirates First Class Lounge. Here they settled in, while sipping on champagne and enjoying the music of Durban jazz band “Beat-Route”.

Next, they moved through to the Learning Zone, where local celebrity Jailoshni Naidoo took centre stage in her role as MC and welcomed guests to the tiered auditorium for the main presentation. While comprising plenty of technical detail, the fast-paced multi-media presentation and viewing gallery served as a dazzling introduction to the airline and Dubai. Excitement levels soared when Jailoshni was joined on stage by Zakumi, South Africa's 2010 FIFA World Cup™ mascot, to announce the winners of the two incredible Emirates prizes - two Business Class tickets and two Economy Class tickets to Dubai.

Finally, with formalities and business dispensed with, everyone then moved on to the Entertainment Zone to have fun, dine and dance the night away. Featuring an interactive food and beverage buffet, this made for a contemporary and imaginative alternative to the more traditional “gala dinner”. The fabulous Parlotones, SA's favourite rock band, certainly brought out the best in the crowd with their lively line-up and enjoyed mingling with the guests - and many fans - until the early hours of the morning.

Project Manager, Annie Koster said  “We were wowed by the wonderful turnout. It was a celebratory, gala occasion which was extremely well attended by some 1300 guests - ranging from local dignitaries and senior Emirates representatives, to members of Durban business circles and the travel industry.”


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