Citizen was tasked with creating buzz about Emirates by positioning the luxury airline as an accessible lifestyle brand for Canadians. Calling on Emirates’ iconic Cabin Crew as brand ambassadors, Citizen hosted an exclusive media event at the Ritz Carlton’s Spa in Toronto.
What we did
High-profile beauty and lifestyle media were invited to hear the crew‘s top tips for achieving long-lasting beauty and glamour in the sky. Guests were also given the opportunity to get the Emirates look and take their very own “Red Hat Selfie,” which they shared widely on social media.
While Emirates continues to gain traction with travel media in Canada, this event allowed PR to expand reach to beauty and lifestyle media that were less familiar with the brand. The event generated national coverage in major lifestyle publications including Canadian Living, Vitamin Daily, ELLE Canada and The Kit.