Cruising at altitude: Penelope Cruz is new face of Emirates

Emirates’ latest ad campaign and brand collaboration will feature Oscar-winning actor Penelope Cruz from mid-summer onwards.

TV ads will start to air globally from June, in English and her native Spanish.

They will feature the slogan of ‘travel is not just about the end destination; it’s also about how you get there’, and show Cruz sampling Emirates’ first and business class cabins.

Other adverts will show her experiencing the Dubai-based airline’s new premium economy class.

She said: “I’m thrilled to partner with Emirates after years of travelling with them on some of the most special trips in my life.”

Richard Billington, Emirates’ senior brand and advertising vice-president, said: “We take care of every detail in the Emirates experience and wanted a brand ambassador who reflects the Emirates brand – it needed to be someone classy, stylish, and having modern global appeal.

“Penelope was the perfect fit.”

Directed by Robert Stromberg, a double Oscar-winning Hollywood director, the latest adverts will be seen on TV news channels and Emirates’ own digital channels, with more joint activities to be announced over the coming year.

The Cruz campaign follows other Emirates advertisements such as Burj Girl, Jennifer Aniston onboard Emirates, and Gerry the Goose.

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