Emirates Airline US Open Series Partner Summit presented by Roger Duthie Head of Sponsorships, Emirates Airline February 2013

©2012 Emirates. All Rights Reserved.

Emirates Firsts

• First to install personal video in all three classes • First to introduce Private Suites • First to order the Airbus A380 • First to introduce onboard shower spas • Largest order of A380s, A350s and B777-300s • First airline with 1000+ channels on demand • Fastest growing intercontinental airline of its size • World‟s largest operator of the Airbus 380 and Boeing 777

From 2012 to Now • 25th consecutive year of profitability • World‟s first and only dedicated A380 concourse in Dubai

International Airport • From 164 to 197 aircraft and another 201 on order • Ground-breaking partnership with Qantas

From 2012 to Now • 15 new routes launched in 2012 • 8–10 new routes to be launched in 2013 • Over 70% increase in sponsorship spend planned for 2013

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113 125

197

31

131 140

0

50

100

150

200

250

2010-2011

2011-2012

From 2012 to Now

• 1.2mm Facebook fans in only 7 months • Only 11 airlines out of the 395 on Facebook have 1m+ likes on

their page • Emirates has the highest engagement rate, interaction rate, and

people talking about rate amongst all of the airlines

• F1 Launch post • Over 15,000 likes in 24 hours

• Beckham Signs with Paris Saint-Germain

Our Future

• Order book of 201 aircraft worth over USD 84 billion

• Emirates can serve 95% of the world‟s population non-stop and can connect almost any 2 points in the world with 1 stop in Dubai.

• Route network to grow to more than 170 destinations

• Expected to carry 50m passengers by 2015

Where are we in North America

• Began a non-stop passenger service between Dubai and New York City in June 2004

• Launched flights to Dallas/Fort Worth, Seattle and Washington DC in 2012, increasing the total number of destinations to eight in North America

• Carries more than 5.8m passengers on its US flights annually

• Opened its second dedicated airport lounge in the US after New York in San Francisco

North American Aviation Partners

• JetBlue connects over 40 destinations via Emirates gateway in New York JFK

• Alaska Airlines connects over 15 US cities via Emirates gateways in Seattle, Los Angeles and San Francisco

Hello Tomorrow

• New brand platform launched in April 2012 • Largest brand re-launch campaign in the aviation industry • Brand purpose: To connect „globalistas‟ and inspire the new world • Ambition: To be one of the worlds most loved and recognized

global brands • Airline Brand Global Travel Lifestyle Brand

Sponsorship Strategy

Emirates uses their global sponsorship portfolio to drive awareness and create emotional connections with fans and customers through: • Access • Experiences • Hospitality • Digital / Social Media • Rewards (i.e. incentives & giveaways)

Sponsorship Acquisitions ‘12-’13

Emirates Airline US Open Series & US Open 2012 Recap

EAUSOS & US Open Objectives

• Grow brand love and advocacy • Build aspirational value befitting a lifestyle brand • Showcase product USP • Create money-can‟t-buy hospitality experiences • Enhance social media presence • Community engagement • Strengthen brand awareness

Emirates Airline US Open Series Recap

2012 Emirates Airline US Open Series

• Title sponsor of the US Open Series and ESPN‟s „Moment of the Match‟

• EAUSOS-branded A380 in the fleet • Prominent on-court branding on all courts

2012 Emirates Airline US Open Series

• Bi-coastal PR launch • Media roundtable in New York • Kids‟ Clinic hosted by Mardy Fish in Los Angeles

• CSR Initiative: Racquet Return Program

• Activated: • Farmers Classic • Rogers Cup • New Haven Open

• Received and refurbished 363 racquets • Subsequently distributed racquets through

partnership with NJTL

2012 Emirates Airline US Open Series

• The Lifestyle Booth • Activated:

• Farmers Classic • Rogers Cup • New Haven Open

• On-Court Promotions

• Activated: • Rogers Cup

• Included Ball Flight and Fan Cam

US Open Recap

US Open Recap

• Official Airline of the US Open

• Prominent in-stadium branding • On-court • Video board

• Sponsorship integration within ICE

• Presenting sponsor of “Match of the Day” and

USOpen.org‟s “Players Section”

US Open Recap

• CSR Initiative: Racquet Return Program • Launched at Arthur Ashe Kids‟ Day with the NYJTL & Jim Courier • Total of 550 racquets donated to the NYJTL

• Hospitality

• Hosted over 1,000 guests in a brand new Emirates-fitted center court double suite

US Open Recap

• The Emirates Experience (15,525 engagements) • Replica A380 Suite • Interactive touchscreen • iPad quiz

• Ball Fight Simulator (3,032

participants)

• US Open Club Presented by Emirates Airline (11,934 engagements)

US Open Recap • Ticket Upgrades (13,500 impressions per

upgrade)

• „Emirates Day‟ On-Court Promotions (75,220 impressions) • Spot the Cap • Ball Flight

• Fan Cam Promotion (27,818 viewers)

• Better Service Promotion (67,500

impressions)

• Gave away a total of 8 Emirates flight tickets from USA to Dubai

2013 EAUSOS Objectives

• Highlight aspirational value of the Emirates brand

• Engage local business networks

• Develop fully integrated CSR Platform

• Showcase Emirates‟ global support for tennis

• Create activities that celebrate fans‟ passion for tennis

• Continue to raise awareness

2013 EAUSOS Activation Plan

• Launch new tournament-wide CSR Program

• Activate the Lifestyle Booth in key Emirates markets

• Create cutting-edge, on-site digital activations

• Bringing the fans closer to the players through our ATP partnership through social media

Thank You