Emirates introduces ‘DIY Dubai’ campaign for 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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