Microsoft and Emirates Airline have signed a new advertising deal

Apr 16, 2014 12:52 GMT  ·  By

Microsoft today announced that its Advertising division has been selected by Emirates Airlines and its media agency Havas Media Group as the main partner for the airline’s World Cup advertising campaign that will include ads streamed to Windows 8 devices, Xbox, and other services.

Both Cristiano Ronaldo and Pele will appear aboard Emirates’ flagship aircraft, the Airbus A380, the Redmond-based software giant said today, as part of the campaign which already started on March 28 and ends on April 21.

“For this digital campaign, we were looking at reaching as many customers across as many platforms as possible. We chose Microsoft as one of our partners for this campaign because of the multiple touch points it was able to offer,” said Christopher Galanto, Emirates senior vice president, Advertising.

Microsoft will design the Emirates Airline page on the MSN World Cup channel, thus trying to appeal to football enthusiasts in 25 markets worldwide. The software giant says that it hopes to generate at least 400 million impressions around the globe with the new campaign and it’s targeting four different screens, namely PC, TV, tablet, and mobile.

On Windows 8, the advertising campaign can be seen in Bing apps running in the Modern UI, including Skype, Xbox, Bing News, Bing Sports, Bing Weather, Bing Food & Drink, Bing Travel, Bing Finance, and Bing Health & Fitness.