As part of Emirates’ latest marketing campaign to promote travel on its award-winning Economy class, the airline has issued a series of light-hearted videos showing the creative attempts of different characters trying to wrangle a seat upgrade.

Seasoned with a liberal dose of humour, the adverts tap into the rich vein of what people might say or do when asking for an upgrade with each spot ending with the tip: “Don’t upgrade your seat, upgrade your airline. Fly Emirates.”

Boutros Boutros, the airline’s divisional senior vice president for corporate communications, marketing and brand, said: “Emirates’ Economy Class is well known for being a true, full-service product. We offer excellent value for money, with world-class inflight entertainment in every seat, full course gourmet meals, generous free baggage allowances, and great service. In today’s environment where others are stripping amenities from their cabins and shrinking legroom, we believe travellers can relate to the desperate lengths that some people might go to, in order to get their seat upgraded. Our message is simple – why try so hard to upgrade your seat when you can fly Emirates instead?”

In other news the airline has also announced a US$16 billion deal for 36 additional Airbus A380 aircraft, with 20 firm orders and 16 options.

The additional Airbus A380s will be delivered to Emirates from 2020 onwards. Together with the airline’s 101-strong A380 fleet and its current order backlog for 41 aircraft, this new order brings the company’s commitment to the A380 programme to 178 aircraft, worth more than US$60 billion.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, chairman and chief executive for the airline signed the memorandum of understanding last week with John Leahy, chief operating officer customers for Airbus Commercial Aircraft at the airline’s headquarters in Dubai.

Sheikh Ahmed said: “We’ve made no secret of the fact that the A380 has been a success for Emirates. Our customers love it, and we’ve been able to deploy it on different missions across our network, giving us flexibility in terms of range and passenger mix. Some of the new A380s we’ve just ordered will be used as fleet replacements. This order will provide stability to the A380 production line. We will continue to work closely with Airbus to further enhance the aircraft and onboard product, so as to offer our passengers the best possible experience.”

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