EK has one of the best global marketing departments outside of McDonalds and Coca-Cola.
The largest revenue earner per annum for world-wide TV networks is sport and EK sponsors the majority of world sports.
Sports events unite the world. The A380 unites the world.
The world watches sport.
Sport is image.
EK is image. The A380 is image.
There is none larger and there will be none larger for years to come. 787 and 747x = no. A350 = no
Go to FRA and look at the Lufthansa 380's lined up; impressive. Head off to CDG and look at the Air France 380's lined up; impressive. Go down under and look at the Quantas 380's lined up; impressive. When BA get their 380's for LHR, it will be equally as impressive. From a marketing perspective, they make the 777's (and most other a/c) look like regionals.
When your load factor is an high as EK's, some extra kilos to maintain the global image is a price worth paying. You can't argue with profit.
Last edited by Craggenmore; 1st May 2011 at 00:39.