April 30- Emirates Airlines’ online spend totals one third of its media buying, said Boutros Boutros, Divisional Senior Vice-President of Corporate Communications, Emirates at the SportAccord Convention in Dubai yesterday. He said that the airline’s spend on sponsorships has gone up by 10 per cent this year while participating in the round-table discussion at the SportAccord titled “Making the sponsorship relations work long term”.
Emirates, known for spending 50 per cent of its corporation communication budget on advertising and the rest on sponsorships, events, exhibitions and public relations, is considering increasing the sponsorship spend. That includes the FIFA sponsorship which comprises a $200 million (Dh734.6m) commitment between 2007 and 2014. “The bigger you become, the more the revenue. That same pace does not apply to the growth in the marketing and corporate communications spend. Still, the one per cent communications budget is an increase over last year,” said Boutros. “We turn down about 99.9 per cent of sponsorship proposals because we believe in being proactive in approaching events that match our policies and strategies,” he added.
