Emirates sets up Airbus A380 replica at Heathrow

Emirates flies to 101 cities in 61 countries (FILE)

Published Thursday, July 24, 2008

By Vigyan Arya

Emirates airline will be welcoming more than 25 million visitors to the Heathrow in London with their latest branding effort on an approach roundabout to the airport.

The Dubai based international airline of the UAE, has unveiled a new landmark for London, a giant model of an Airbus A380 at the gateway to Heathrow Airport.

The 45-tonne world record contender was unveiled yesterday morning at the "Emirates Roundabout", which was once called the Concorde Roundabout, by the airline's President Tim Clark.

The completion of the giant A380 replica is the culmination of an ambitious 18-month project to place the Dubai-based carrier at the gateway to the world's busiest international airport, and at one of the most prestigious advertising sites in the UK.

Tim Clark said: "The gateway to the world's busiest international airport is a fitting home for Emirates. We expect this landmark site to become an icon for both Heathrow and Emirates. While the previous Concorde model represented the past, our A380 represents the future – and it is a future of cleaner, quieter aircraft."

Clark added: "You will be seeing the Emirates A380 at Heathrow for real from December 1, and in the near future, Emirates will be the largest operator of A380s at this airport. In the meantime, our model is a taste of things to come – eye-catching, stylish and innovative."

Duncan Garrood, Commercial Director of BAA, which owns the site, said: "The Emirates Roundabout at Heathrow is one of the most high-profile advertising sites in the UK. Over 55,000 vehicles a day and approximately 25 million passengers a year, pass this site. BAA are absolutely delighted to be working with one of our key business partners, Emirates, to produce a model of what we believe, is one of the most iconic images of 21st century air travel, the A380."

Of the 25m passengers, Heathrow airport claims at least 40 per cent are high fliers as all major airlines operate their flights form the heart of London.

Airbus Chief Operating Officer, Customers, John Leahy, was on hand to see the model unveiled. He said: "It is fitting that the world's largest commercial aircraft is replicated by what we believe is the world's biggest aircraft model at the world's busiest international airport. The A380 cements Airbus' reputation for innovation and cutting edge technology, allowing the world's premier airlines like Emirates to do more with less: more passengers with less fuel, more comfort with less noise, and more travel with less environmental impact."

The one-third-scale model was flown in 10 component parts to Heathrow on July 5. Since then, specialist teams have been working around the clock to launch Emirates" "first" A380.

The replica was built by US-based Penwal at its manufacturing base in California over a six month period, using plans provided by the A380's manufacturer, Airbus in Toulouse.

It was then transported by giant truck to Ontario Airport in Los Angeles where it was flown to Heathrow aboard a massive Antonov cargo plane, organised by the Emirates SkyCargo team.

A special mechanical ramp was flown into London from Germany to offload the plane as it was too heavy for the Antonov's winch crane. The wing section of the plane required a police escort as it was driven from Heathrow to the roundabout site.

The world's leading aviation museum, The Smithsonian Air and Space Museum in Washington, has stated it is the largest known aircraft model in existence. A world record submission is currently with Guinness World Records.

Emirates currently flies to 101 cities in 61 countries across six continents.

The Emirates' network is continuing to expand and in addition to services to Cape Town, Guangzhou, and Calicut which launched earlier this year, Los Angeles and San Francisco will start later in 2008.

Emirates airline spends more than Dh1bn on advertising and in the past few years has increased its budget on sponsorship deals.

"Initially we were into 90 per cent advertising and 10 per cent sponsorships and now we've moved to 50-50 ratio," says Mike Simon, Emirates' senior vice-president, corporate communications.

In UL, Emirates logo started appearing first on Chelsea t-shirts in the year 2000. However, "the significant date was 1999 when we became involved in the Cricket World Cup," says Simon.

Next to follow was the takeover of Arsenal stadium in 2004 for a fee of Dh720mn that also included the naming rights to the stadium.

Looking ahead at the future, the airline will be the official sponsor to the Emirates Airline International Festival of Literature, which will take place in Dubai in 2009.

More than 60 well-known international authors are expected to talk about their experiences at the festival.

Reinstating Emirates presence in the skies, and off the skies, of UK, Simon concluded by saying: "We came to UK in 1987 and this underlines the fact that we are now a big player in the UK aviation world."