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Emirates showers Ellen’s audience with free Dubai flights

Building emotional connections by delivering the unexpected.

surprise-and-delight, emirates, ellen, free round-trip Dubai, big take off

Elegantly dressed in their beige uniforms and red hats, Emirates airline hostesses walked into Ellen DeGeneres studio, surprising the entire audience with free round tickets to Dubai.

Read also: Emirates Airline Fires Up Benfica Fans

The airline kicked off its “Big Take Off” marketing campaign at Ellen’s TV Show. The leading gulf airline used this surprise-and-delight strategy to create a powerful buzz and cultivate brand loyalty with the US audience.


Surprises make people feel special. Marketing research shows that unexpected treats from brands create a powerful relationship with consumers that can last for a long time.

Many brands are now using the surprise-and-delight strategy to win new fans on social media, at sponsored events and stores.

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