Emirates companies scoop top international advertising awards

Mercator, Emirates' IT provider, won the Gold Award in the Technology Solutions category; and Dnata Cargo took the Silver Award in Cargo Services.

Ismail Ali Albanna, Executive Vice President Dnata, and Stephen Stocks, Product Communications Manager, Mercator received the awards at the 32nd ATW Awards Ceremony in Singapore, a glittering event attended by hundreds of international airline industry professionals.

The annual ATW awards recognise excellence in advertising to communicate key company attributes to customers. Judging, carried out in Washington DC in October 2005, chose winners from 16 industry categories of advertisements in ATW during the preceding year.

The ATW judges praised Mercator's advertisement which adapted Einstein's famous equation to E=M (for Mercator) C squared, with illustrations of Mercator's areas of expertise. They found the advertisement's customer proposition - "Why should you go through all the trouble to find solutions to your problems when we've already figured out the answers?" - particularly striking.

Dnata Cargo's advertisement, which used a chameleon image to illustrate the company's adaptability, also earned high praise. The judges highlighted the impact of the chameleon in communicating adaptability, while providing a fresh image of the cargo industry where: "Being different makes the difference."

Mercator's advertisement appeared in the September 2005 issue of ATW and Dnata Cargo's advertisement was in the July 2005 issue.

The ATW Awards programme, launched in 1974, has gained in importance over the years to become one of the most coveted and valuable honours a company or person in the airline industry can achieve.