We executed first in Mumbai, the most important market for Emirates. We chose the Crossword Book stores - the leading chain of upmarket bookstores.We placed advertising right on the shelves in the travel sections. We distributed bookmarks with trivia about European destinations in every book sold. Just in case they missed our messaging in the travel section, we also added prominent backlit posters in the most popular sections of the store.

The passenger numbers in Mumbai grew by 5% month on month and traffic to the website by 12%. The strategy has been rolled into all key Emirates cities in India. The results are even better from some of the other cities where the bookstore visiting habits are even stronger.