Emirates signs deal with America’s Sweetheart amidst its fight for US skies

Jennifer Aniston is Emirates newest brand Ambassador.

The Marketing Spark

Photo Credit: Getty Images Photo Credit: Getty Images

Emirates Airline announced today that is has secured F.R.I.E.N.D.S star Jennifer Aniston as its newest brand ambassador. The actress has reportedly shot a global TV, print and online campaign for the airline in an estimated $5 million deal.

This move by Emirates closely follows rival airline Etihad’s unveiling of Nicole Kidman as its latest brand ambassador, and the parallels between the two strategies can easily be drawn. Both actresses peaked in the late 90s/early 2000s but are still regarded as Hollywood elite. As both UAE based companies push deeper into American territories, celebrity tie-ups like these help them make a splash in the US market where actors are viewed as royalty.

But what real value does adding a face like Aniston’s have to a brand that already enjoys a premium image? In markets where Emirates is already strong such as Europe, Asia, and its home base in the…

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