Publicis Chemistry handles creative for new Thames crossing
Emirates-sponsored cable car set to become London landmark
LONDON, 7th October 2011: Publicis Chemistry is proud to announce its involvement in its client Emirates' sponsorship of the exciting new Thames river crossing that launched today in East London.
Publicis Chemistry will be responsible for all creative duties for the cable car project when it launches next year. The agency has already developed the name of the project: 'Emirates Air Line'.
The Emirates Air Line will connect north and south London, travelling between two new stations set to be named Emirates Greenwich Peninsula and Emirates Royal Docks. Scheduled for completion in summer 2012 the Emirates Air Line will offer commuters and visitors majestic aerial views as they travel across the Thames and provide a much needed additional river crossing.
The Mayor of London, Boris Johnson, today announced Emirates' ten-year sponsorship deal worth £36m, brokered by Starcom’s sport sponsorship division, SMG Sports.
Johnson said: "This multi-million pound deal is tremendous news for London, helping us to deliver a new addition to the city's skyline. The Emirates Air Line will be an exciting and innovative mode of transport easing travel for thousands and offering spectacular bird's eye vistas of our majestic Thames. The UK's first urban cable car will also act as a vibrant catalyst for the further regeneration of east London helping to attract jobs and investment for the benefit of Londoners."
The Mayor was joined by Tim Clark, President, Emirates Airline, and Mike Brown, Managing Director of London Underground and Rail, to announce the sponsorship deal. The Emirates Air Line will feature on the iconic Tube map and be included in TfL's travel information. As title sponsor, Emirates will receive a range of naming and branding rights, including the right to name the scheme, its stations and the creation of a joint logo.
Tim Clark, President, Emirates Airline, said: "As one of the world’s most innovative airlines, the link with this new form of air travel in London is a perfect fit for us. The Emirates Air Line will take off as an iconic landmark for London. We are always looking for new ways to support the communities we serve and what better way than to bring this ground-breaking transport scheme to residents and visitors alike."