Emirates Airline is one of the world's most recognizable brands, thanks in large part to key sponsorships like the World Cup, along with extensive PR and advertising.
Boutros Boutros, divisional senior VP of corporate communications for Dubai-based Emirates Group, told Gulf News that the huge brand spends about $270M annually on corporate comms., including a roster of 125 agencies.
Boutros talks about the company's 150 comms. staffers, its treatment in the local and international media, and other aspects of maintaining the airline's image and brand across the globe.
Read the full story at Gulf News
