Global Emirates Recruitment team urgently required new staff for their rapidly expanding fleet whilst raising awareness of the Emirates brand.


Emirates airline has become the fastest growing airline in the world.

The Global Emirates Recruitment team’s main aims were to drive recruitment for their rapidly expanding fleet of aircraft and to raise awareness of the Emirates brand.

Emirates are the largest airline in the Middle East in terms of revenue, fleet size and numbers of passengers carried. They currently employ over 40,000 staff in over 78 countries, over 6 continents.

Wishing to increase recruitment to satisfy airline demand and with 75,000 airline staff operating out of Heathrow, it was the perfect environment for Emirates to recruit new staff.

Airline staff are regular guests at the 25 hotels that the LHRLINK services, this therefore allowed the creative to capture their attention during their commutes.


Emirates used the fully wrapped LHRLINK buses to their full advantage by showcasing stunning shots of locations such as Dubai, to inspire potential recruits to migrate there and join the highly respected brand.

This campaign also contained elements of a spiking campaign, as the bus routes cover all other airline terminals, as well as the ones that Emirates operate from, therefore attracting staff from different airlines to consider joining the prestigious Emirates brand.


With the target to recruit 450 new pilots and approximately 5,500 cabin crew, the LRHLNK campaign was able to reach the 75,000 airline staff working out of Heathrow airport using the UK’s largest airport transport network.

The UK has always been an important region for Emirates, not only in terms of our operations here, but as a source for talented employees.


Number of airline staff operating out of Heathrow airport


The percentage of the fleet booked to provide effective and targeted coverage


Airlines operating out of Heathrow

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