Promoting its worldwide connections, Emirates has released plans to launch a new global brand platform themed, ‘Hello Tomorrow’.

Following the announcement of new flights to Washington DC earlier this month, the airline released plans today to launch the new brand, a new campaign as well as a new website that is set to drive new consumer engagement in ‘what is new, fresh and innovative in the world’.

The carrier’s vice chairman Sir Maurice Flanagan said the idea of ‘Hello’ is to invite a person while ‘Tomorrow’ presents the idea of “unlimited possibility of the future”.

“Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. The theme encapsulates life’s potential and embracing the future with all the possibilities it holds,” Mr Flanagan said.

"Our new corporate image and global marketing campaign both underline the confidence we have in our existing products and services, and the vision we have for the future growth of the airline.

“Emirates is not just offering a way to connect people from point A to point B but is the catalyst to connect people’s hopes, dreams and aspirations.”

The carrier noted that as the world become more interconnected through increased air traffic and people becoming more mobile, Emirates and its new brand will focus on distinguishing itself through a series of TV, digital and print ads that create an “invitation to try the unfamiliar”.

Campaign designer, Strawberry Frog chairman Scott Goodson added that the brand was a “bold” step forward for the carrier and described it is “the world’s most thoughtful and incredible brand”.