Updated April 2025 – because “quiet luxury” isn’t just for TikTok anymore. Back in September 2023, Emirates launched a new global ad campaign for its Premium Economy cabin, and if you blinked, you probably missed it. The vibe? A soft-focus montage of global travellers discovering the cabin’s plush leather seats and generous legroom, all set to generic inspirational music that felt more like BBC Earth than the blockbuster trailer.
The product? Top-tier.
The ad? Let’s just say it won’t be winning Cannes Lions anytime soon.
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So, What’s Changed Since Then?
It turns out that Emirates didn’t need a flashy ad to sell Premium Economy, and the product is doing just fine on its own. Here’s the juicy 2025 update:
Route Expansion
What started as a cabin limited to a handful of aircraft is now on more than 30 A380s and counting. You can now find Premium Economy on routes to:
- London Heathrow
- New York JFK
- Paris CDG
- Tokyo Narita
- Christchurch
- Melbourne
- São Paulo
- Manchester (from June 2025)
- Milan (from July 2025)
More cities are added every few months; Emirates is now playing cabin bingo.
Cabin Details (Still Glorious)
If you missed the ad (and you probably did), here’s what it was selling:
- 19.5-inch-wide leather seats
- Up to 40 inches of pitch
- Leg rests, footrests, and a chilled mini-cabin vibe
- Better-than-Economy meals and wine served like you actually matter
And yes – the hardware lives up to the hype.
The Ad: A Missed Opportunity?
Let’s be honest. Emirates ad campaign was tasteful but safe. There was no Jennifer Aniston, no drama, and no jaw-dropping reveals. It felt more like a wellness retreat ad than an airline promo. But Emirates knew something we didn’t: they didn’t need to shout. This product sells itself – especially when the competition’s “premium” cabins still involve knees-to-seatback proximity and mystery meat dinners.
TL;DR
- The 2023 ad campaign launched Premium Economy with a global (if slightly sleepy) spotlight.
- As of 2025, the cabin has exploded in popularity. It now features major routes; more are coming online every quarter.
- Emirates didn’t just launch a new seat – it launched a middle ground that actually feels premium.
So whether or not the ad moved you, the cabin definitely will.
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