ISM to Promote Emirates’ Airline

BOSTON Emirates Airline has enlisted ISM to help handle the U.S. launch of its service to North America.

Earlier in the year, Emirates tapped the New York office of Amsterdam-based agency StrawberryFrog for a TV project to promote its first class private suites on board its Airbus A340-500. That work is expected to break next month.

Boston-based independent ISM was awarded its assignment after a review of five undisclosed agencies; spending on the campaign is expected to exceed $5 million, the agency said.

In June, the Dubai-based international passenger and cargo carrier plans to begin daily, nonstop passenger service between New York’s JFK Airport and Dubai.

“The United States is a critically important part of our overall expansion plan and we wanted an agency that could really help us establish a presence across an array of customer bases in a creative and fresh way,” said Jim Baxter, a vice president at Emirates, North America.

Travel and leisure specialty shop ISM also works with Four Seasons Hotels and Resorts, American Express and the Barbados Tourism Authority.

“Our goal is to tell the Emirates story and let travelers know that they’re in for a real flying treat,” said Gary Leopold, ISM president and chief executive, in a statement. “They’re truly a global airline and this new service will give U.S. travelers a very easy and comfortable way to travel to Dubai and beyond.”

Globally, Emirates also works with BBDO, DDB, Saatchi & Saatchi and Grey.