Emirates Launches ‘DIY Dubai’ Campaign

Priyal Dutta2 months Ago1 Mins read637

Set within a parody of a television gameshow, the campaign highlights the airline’s engineering work and the scale of its retrofit programme.

Emirates showcases retrofit programme through ‘DIY Dubai’ video

Emirates has launched a new campaign titled ‘DIY Dubai’, using a gameshow-style video to present its aircraft retrofit programme and onboard experience.

The video follows a fictional storyline in which an Emirates captain chooses to refurbish a Boeing 777 rather than a home renovation project. Set within a parody of a television gameshow, the campaign highlights the airline’s engineering work and the scale of its retrofit programme.

The retrofit programme represents a $5 billion investment and involves refurbishing the interiors of 219 aircraft. The process includes replacing cabin interiors, installing updated seating across classes, and enhancing onboard facilities such as connectivity, storage and entertainment systems.

Retrofitted Boeing 777 and Airbus A380 aircraft are currently operating across multiple routes from Dubai, with further destinations expected to be added.

As part of the upgrade, Emirates is introducing Premium Economy cabins across its fleet, alongside updates to Business and Economy Class seating. The programme also includes improvements to inflight connectivity, with the installation of Wi-Fi systems and upgraded entertainment screens planned for future phases.

The campaign will be released globally from May 2026, aiming to communicate the scale of the retrofit project and the changes being introduced across the airline’s fleet.

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Written by

Priyal Dutta - Senior Correspondent/Editor

As Senior Correspondent and Editor at Safari India, I write about the people, businesses, and trends shaping the travel, tourism, hospitality, aviation, and lifestyle industries. My work ranges from breaking news and exclusive interviews to in-depth features and industry analysis, with a focus on delivering accurate, balanced, and engaging stories. I enjoy uncovering the details behind every story and presenting them in a way that keeps readers informed and connected to an ever-evolving industry.