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Open Skies The Relaunch

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Page 1: Open skies

Open Skies

The Relaunch

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Objectives

• Create the world’s best in-flight magazine - make it beautiful, smart, compelling and collectible

• Create a brand around Open Skies - ensure passengers’ experience with the magazine is as enjoyable as their experience with Emirates

• Re-invent what an in-flight magazine is - integration, digital, mobile, viral

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Making this happen

• Use the best writers, photographers and artists in the world and collaborate with those yet to establish themselves

• Break new talent from around the region and beyond

• Take cues from the world’s best titles, reinterpreted to form Open Skies

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Our References

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Who We Are

• A Magazine for Intelligent people• Gender-neutral - quality appeals to both

sexes and all age groups• Witty, informed, engaging and smart

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The Cover

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Cover Treatments

• Allow the cover to breathe - be creative, playful and innovative while keeping the brand consistent

• Don’t use multiple cover-lines - be confident, the magazine is not on a news stand so does not need to wear its contents on its cover

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Good Cover

• Simple, engaging, interesting image

• Strong logo with unique font

• White space allows image and brand collateral to breathe

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Bad Cover

• Far too many cover-lines, dated fonts

• Meaningless and inaccurate main headline

• Masthead is obscure by very average photograph

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Themed Issues Are:

• Collectable, innovative and easier to plan - creativity needs organisation and this allows us to plan 12 issues in advance

• We can create viral campaigns and word-of-mouth buzz around the issues

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Themed Issues

• The Retro Issue• The Music Issue• The Consume issue• The Art Issue• The Japan Issue• The Style Issue

• The Literary Issue• The Africa Issue• The Green Issue• The Children’s Issue• The Future issue• The Adventure Issue

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Front of Book

• The front of book draws the reader into the magazine - if the features are the main course, the FOB is the starter

• Creates ‘go to’ sections that become must reads every issue

• Allows far more destinations to be featured in creative ways

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Skypod

• Linked to both the ICE system and the theme - the African issue will feature a Senagalese artist choosing his top ten African tracks

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Global Columnists

• A monthly column from somewhere around the world who gives us the low-down on what’s happening Someone who can tell us ‘why’ as well as ‘what’. Talking to Monocle and LP about original content exclusively for us

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Room

• A micro approach to the piece – minutes it takes for room service arrives, the price of a club sandwich, internet speed, view, number of TV channels, size of shower, daily newspaper or not etc. Useful and to the point

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Graphic

• An info-graphic related to that issue’s theme. An intelligent way of condensing a lot of information into one beautiful, accessible piece of art. We are in talks with some of the world’s best info-graphic designers to design a monthly graphic for us

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Booked

• A review of a classic book that we recommend you purchase for the flight back. We shoot the book in the studio and do a short review. Could this be tied into the in-flight shop - Open Skies Classics

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Mapped

• A mini-guide to one street in one Emirates destination each issue – very service-orientated – the quality comes with brilliance of map and the fact that the street is not the main shopping/tourist street in the city

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Booty

• Cool stuff from around the globe. Everything from Russian World War II medals bought in a Peshawar flea market to limited edition Bathing Ape trainers bought in an Osaka store

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A Brief History Of…

• We can focus on an issue and break it down into a timeline with a short commentary. Feature everything from handbags to

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Twitter Pitch

• Six places tell us in 140 characters why their or store or restaurant or independent cinema is the best in their city. We link to their Twitter address online creating a viral effect

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Calendar

• Reinvent the calendar - make it more useful, more intelligent and more beautiful

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Features

• The key to the magazine, the feature well will showcase both the world’s best writers and upcoming talent from around the region

• The features will follow a coherent pattern and complement the flow of the magazine

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Information Pages

• These pages should focus on the countless fascinating stories, statistics and people that make Emirates the company it is

• Intrigue, surprise and present the content in a far more compelling way - engage the reader

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Be Interesting

• Emirates flies hundreds of stories on each flight

• Smart stats - how many ice cubes are served each month, how many languages are spoken?

• Don’t be afraid to tell the Emirates Stories

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The Route Map

• Airline route maps all look very similar

• Why not be different - make the map more engaging, more useful and more surprising

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Beautiful Intelligence

• Be beautiful• Be smart• Be engaging• Be relevant• Be collectible