In June 2022, Debby Group was chosen to conduct the media coverage of the launch of the new flight line of Emirates, the national airline of the United Arab Emirates and one of the largest and best airlines in the world.
To enhance the event of the first flight landing, it was strategically decided to organize a delegation of senior journalists from the leading platforms in Israel, which will fly to Dubai and return to Israel on the first scheduled flight of Emirates. The journalists who participated in the delegation created expectations and buzz in the media, through activity on social media and live reports from Dubai.
The delegation also had the privilege of visiting Emirates' training and operations centers. On the company's maiden flight to Israel, they were joined by the Minister of Economy of the United Arab Emirates, Abdullah bin Touq Al Marri; Ambassador of the United Arab Emirates to Israel, Mohamed Al Khaja; Israel's ambassador to the United Arab Emirates, Amir Hayek; and Emirates Chief Operating Officer, Adel Ahmad Al Redha. Already during the flight, the journalists held interviews with the airline executives and received additional angles for the media coverage of the event.
For the landing of the first flight, flight EK931, a traditional water salute ceremony was organized at Ben Gurion Airport, which attracted a large crowd of spectators, aviation enthusiasts, and guests from the industry. Upon landing, the senior delegation was received by Israel's Minister of Transport and Road Safety, MK Merav Michaeli.
The launch event of Emirates' new line to Israel and the press delegation to Dubai received media exposure in the Israeli and international media, with over 100 articles on diverse platforms, including television, financial press, news websites, radio, and social media.