Travel Rehearsal
Emirates ran its first Travel Rehearsal events in Australia, walking neurodiverse families through check-in, security, a sensory room and a full cabin familiarisation on a static aircraft at Perth and Melbourne airports. It sits alongside the airline's Autism Certified Airline designation and its accessible travel hub.
- The brief
- Neurodiverse passengers and their families, for whom airports and flights can be overwhelming.
- The idea
- Emirates ran full airport and onboard simulations in Brisbane, Melbourne and Perth, covering a sensory room, check-in, security and time aboard a parked aircraft, with Sydney and Adelaide planned next.
- What to borrow
- Letting anxious travellers rehearse each step of a journey turns an accessibility promise into something they can test first.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Dubai Holding | Gift It Forward 2026Purpose · 18 Jun 2026 | Purpose | – | 18 Jun 2026 |
| Bupa Arabia | StepsPurpose · 19 Jan 2026 | Purpose | – | 19 Jan 2026 |
| Dubai Airports | We All Meet the World DifferentlyPurpose · 29 Oct 2025 | Purpose | The Mojo Group | 29 Oct 2025 |
| KFC / Pizza Hut India (Sapphire, Devyani franchisees) | Opportunity4AllPurpose · 8 Oct 2024 | Purpose | – | 8 Oct 2024 |
| Mashreq | Zainab Al Eqabi as brand ambassadorInfluencer · 28 Oct 2024 | Influencer | – | 28 Oct 2024 |
| Yas Island | Yas Hai KhaasIntegrated campaign · 23 Mar 2022 | Integrated campaign | – | 23 Mar 2022 |
What other travel & hospitality brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Mall of Qatar | Shop, Win & StyleIntegrated campaign · 3 Sep 2026 | Integrated campaign | – | 3 Sep 2026 |
| Careem | Order from 'the other guys'Digital/social · 1 Sep 2026 | Digital/social | – | 1 Sep 2026 |
| Etihad Airways | Beyond BordersIntegrated campaign · 31 Aug 2026 | Integrated campaign | – | 31 Aug 2026 |
| flyadeal | 50th aircraft livery design competitionDigital/social · 10 Aug 2026 | Digital/social | – | 10 Aug 2026 |
| Al Balad Development | Al Ittihad Club platinum sponsorship activationSponsorship activation · 8 Aug 2026 | Sponsorship activation | – | 8 Aug 2026 |
| Mall of Qatar | Hala Summer 2026 at Mall of QatarSponsorship activation · 27 Jul 2026 | Sponsorship activation | – | 27 Jul 2026 |
| Visit Dubai | A Dubai InviteIntegrated campaign · 23 Jul 2026 | Integrated campaign | – | 23 Jul 2026 |
| Visit Dubai | Modesh x Baby Shark at Dubai Summer SurprisesExperiential · 14 Jul 2026 | Experiential | – | 14 Jul 2026 |
More from Emirates
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Season of RewardsIntegrated campaign · 22 May 2026 | Integrated campaign | – | 22 May 2026 |
| The no-nonsense safety videoAd film · 7 Jan 2026 | Ad film | – | 7 Jan 2026 |