The Emirates Group

The Emirates Group is based in Dubai, UAE and brings together leading travel, tourism and leisure brands. It includes the world renowned airline, Emirates, and ground services provider, dnata.

They seek brands that are distinctive and uphold high standards across every product and service. Their focus on aviation, retail, sports, and leisure reflects a commitment to meeting the needs of an active, globally connected lifestyle. Through world-class training programs, they empower a new generation of global travelers with greater opportunities.

My Role

As a Senior Digital Content Executive at Emirates (EK) I coordinated with multiple divisions to deliver an unparalleled digital product experience for our customers. This meant learning how to properly combine powerful language with innovative web designs. I worked on landing pages for special occasions, whole web pages for new destinations, and language and response variations for an automated chatbot which assisted a seamless browsing experience. 

Technical content such as baggage allowance policies added to the variety of copy tasks at EK. The aim was to educate the customer as simply and concisely as possible; to give them all the information they need without overwhelming them. Emirates Skywards gave me the opportunity to dive into loyalty and rewards copy. It was technical content intended to excite and entice the traveller. One of the tools I relied on was empathy – how would I, as a customer, react to and engage with this content? 

Applications:

• Jira

• Microsoft Word

• Outlook

• Slack

• Confluence