The Emirates Movie Index:

Holiday packages prices that fluctuate according to the movie plots.

In partnership with top tv networks in UAE, we used prime movie slots to sell destinations in real time. By using real-time banners, we displayed offers that went down every time something went wrong in the city featured in the movie; and up every time something went right.

So, for example, if Aliens attacked Los Angeles, the price to LA went down instantly. If the aliens were defeated, the price went back up again, etc.

We selected movies that covered over 16 destinations, with some of them covering even multiple destinations at the same time. Using all types of genre, from action to comedy to sci-fi to even Bollywood.

A list of movies from the channels' programming grid was carefully selected depending on the location their plot took place - Locations that would match Emirates Holidays' offering.

These movies were reviewed and key plot moments were identified, all of them related to that particular location. Some of them good and some of them bad. These moments made the price of the city fluctuate up and down, depending if they would value or devalue the place.

A banner was placed during the film with a starting price, as soon as there was a turning point the price changed and a call to action to book the ticket at that price at the call center was always present.

The current price was available until the next turning point, where the banner announced once again the price variation, and our call center now offered the ticket at those prices.

The Emirates Movie Index reached over 700.000 people across UAE.

In a span of a month over 9.000 holiday packages were sold.

The lowest season for Emirates Holidays had an increase of 16% in sales in comparison to 2015.