English to Greek Marketing Tourism & Travel airlines

ΧΧΧ launches “Share a Smile”

New multi-lingual campaign connects people through the humourous side of language
How can a foreigner say “you’re a very sweet person” or “everything you do, you do it to perfection” in Greek. ΧΧΧ, one of the world’s fastest growing airlines today unveiled a new campaign showcasing the lighter side of language.

Named “Share a Smile” the airline has created 29 videos in 14 languages featuring members of its cabin crew expressing quirky and unusual expressions and greetings from around the world. The campaign was created by ΧΧΧ to help “globalistas” connect with each other through watching the videos and sharing them with their friends and family.

“Share a Smile” is the latest step in Emirates’ global brand campaign Hello Tomorrow, launch in April 2012. It aims to inspire people across the world to explore and connect with each other across cultures and borders.

Through the set of light-hearted 15 second animated videos designed to make people smile, Emirates’ multilingual crew explain the meaning behind popular local phrases like ‘Don't make an elephant out of a fly’ (Russian), ‘You're so pretty it made a bang’ (Cantonese) and ‘You're the cat's whiskers’ (English). There is also a compilation behind the scenes out-takes video showing the fun the crew had making the films.

“ΧΧΧ ‘Share a Smile’ has been created to showcase not only the breadth of linguistic skills amongst our international and multi-lingual crew, it is also intended to help build cultural understanding in a light-hearted way amongst travellers," said Sir ΖΖΖΖ, Executive Vice President XXX. “As we researched the phrases it became apparent that although many may sound unusual to non-native speakers when they first listen to them, when the translated meaning is given the sentiments resonate internationally. ‘Share a Smile’ is meant to do just that, encourage “globalistas” to learn about different cultures in an amusing way. The campaign is a celebration of how a kind word or phrase can connect friends and strangers alike across the world.”

The cabin crew who star in the videos were selected in recognition of their outstanding levels of service and native language ability. ΧΧΧ’ cabin crew speak over 55 languages and on every flight the airline announces which languages are spoken on board that day.

The 29 videos in the campaign have been filmed in 14 languages: Arabic, Cantonese, English, French, German, Greek, Italian, Japanese, Korean, Mandarin, Portuguese, Russian, Spanish and Turkish. They can be viewed at www.emiratesshareasmile.com or on Emirates’ You Tube channel, www.youtube.com/ΧΧΧ.

Emirates Airline is holding a Cabin Crew Open Day on Saturday, 23rd February 2013 at The Golden Bay Beach Hotel in Larnaka. Applicants are encouraged to register online in advance for the Open Day and can find further information about career opportunities with ΧΧΧ at www.......