er the theme ‘Hello Tomorrow’ is being introduced by Emirates.

The aim is to position the Dubai-based carrier as the “enabler of global connectivity and meaningful experiences”.

An integrated marketing communications campaign is being launched as the company seeks to transform itself into a global lifestyle brand.

Reflecting efforts to target a younger audience, the promotion is being previewed on Emirates’ newly launched Facebook channel.

The campaign will feature print, TV, digital advertising including billboards in New York’s Times Square and Milan’s central train station.

Emirates will also launch a revamped website as part of the activity. Total costs have not been disclosed.

Vice chairman Sir Maurice Flanagan said: "Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline.

“Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.”

“Emirates is connecting people and cultures creating relevant and meaningful experiences that are shaping