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Emirates unveils metaverse strategy
Emirates is building new brand experiences in the metaverse
The multi-award winning airline plans to build 'signature brand experiences in the metaverse', involving both collectible and utility-based NFTs (or non-fungible tokens).
Furthermore, Emirates says that its first projects are already underway and it anticipates its first project launches during the coming months. The commitment is a bold one coming from any global multinational, but is especially intriguing coming from one of the world's top 20 strongest brands.
To put this in perspective, Facebook, which aims to lead in creating and monetising the metaverse, only rebranded itself Meta less than six months ago. Although the term 'metaverse' has been around for a long time, the technology and communications to begin making an immersive, connected virtual environment has only arrived relatively recently. In fact, most Internet users, let alone most global brands, are still struggling with the whole metaverse concept, how it will work and what it means.
Emirates has earned a global reputation for innovation in its products and customer experience, not to mention advertising and promotion. However, core to this success has been not only an unrelenting focus on customer experience, but also meticulous brand management. It leaves nothing to chance.
So, if the group announces that it has metaverse and NFT experiences that are almost ready to launch, then you can take it that this is part of a carefully thought through and well executed strategy.
Last year, Emirates put its toe in the water, by launching its own virtual reality app on video game platform Oculus, to provide users with interactive experiences onboard the airline’s flagship A380 and Boeing 777-300ER Gamechanger aircraft.
According to an announcement made by the airline today, the Emirates Pavilion at Expo 2020 Dubai will be repurposed into a centre for innovation, bringing talent from across the globe to collaborate on the airline’s future-focused projects. Expo 2020 drew to a close at the end of last month, after six months of business, cultural, diplomatic and entertainment activities and events.
The Emirates innovation centre will become the hub for the group's metaverse, NFT and Web3 projects, bringing together inhouse teams, agencies and industry partners, and recruiting talent for its pipeline projects from around the world.
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