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24 August, 2004

Emirates Ho days

Surely more than an interesting accident, the shortcircuiting of the "l" and "i" on Emirates Holidays' illuminated sign must indicate a new and daring marketing strategy. Faced with soaring oil prices and plummetting service reputation, Dubai's national airline is choosing to promote its traditionally better-known charms and attractions.

Margery has just flown in - for a third-time lucky attempt at landing a rich oil sheikh - with Qatar Airways. She extols its planes, staff and service. Qatar may boast the ugliest liveried craft in the entire world, but it does offer a valid alternative to broken seats, screaming brats and apathetic hosties.



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