It's called advertising. Advertising creates brand awareness. Brand awareness increases customers. An increase of customers increases revenue. Revenue increases are what lead to profitability. Profitability is what will lead to bonuses and pay rises.
Emirates' excels at advertising and brand awareness which is one of the things that makes it a profitable airline. I, for one, applaud them for the ambitious advertising ventures that they undertake.
I would agree, however, that more of that profit could be shared by the employees.
Typhoonpilot