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.
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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.