DUBAI- Emirates (EK), headquartered at Dubai International Airport (DXB), launched a redesigned welcome video last June that now plays at the start of nearly every flight.
The production has been viewed by tens of millions of passengers over the past 8 months.
The 2025 edition introduces the airline’s award-winning in-flight entertainment system and features British model Harriet Marshall as the lead cabin crew character.
Her casting followed an unconventional social media audition process that included rejection, resurfacing, and eventual selection.
How Emirates Selected the Face of Its 2025 Welcome Video
Emirates (EK) has produced several iterations of its onboard welcome video over the years. Each version introduces passengers to its in-flight entertainment platform, but the 2025 edition adopted a full cinematic style with large-scale choreography and high production design.
The airline positioned a cabin crew character as the central figure guiding viewers through the experience.
However, the role was not performed by an actual flight attendant. The part went to London-based model Harriet Marshall, who later revealed details of her casting journey through TikTok.
Marshall initially posted a homemade audition tape inspired by other actors and models sharing their auditions online.
The clip gained attention and developed into a structured TikTok series. She recreated scenes that later appeared in the final cut, effectively demonstrating how she would fit the role.
The casting process included a critical setback. The casting director initially rejected Marshall and did not forward her audition to Emirates.
When the airline reviewed the director’s shortlisted selections, it reportedly rejected those choices. Marshall’s audition resurfaced during this reassessment and ultimately secured her the role.
According to PYOK, this sequence of events highlights how persistence and timing influenced the outcome.
Production Scale and BTS
Marshall later shared behind the scenes (BTS) footage from filming. One segment required her to rehearse for 2 days with a full Bollywood style dance troupe.
The final edit included only two seconds of that sequence, reflecting the production’s emphasis on visual precision despite minimal screen time.
The video plays at the beginning of nearly every Emirates flight, giving Marshall high global visibility.
Over the last 8 months, tens of millions of passengers have watched the production, making her instantly recognizable to frequent travelers.
Marshall confirmed she would not consider becoming a real Emirates flight attendant. She stated that she suffers quite badly from motion sickness, making a flying career unsuitable.
Emirates’ History of High-Impact Campaigns
Emirates regularly integrates professional performers into its marketing strategy. While real cabin crew appear in some campaigns, the airline often employs trained actors and stunt professionals for complex productions.
A notable example occurred in 2021 when Emirates placed a uniformed figure atop the Burj Khalifa, the world’s tallest building at 829.8 metres or 2,722 feet.
The role was performed by British skydiver and stuntwoman Nicole Smith-Ludvik to celebrate the easing of UK pandemic travel restrictions.
The campaign generated global attention and reinforced Emirates’ preference for bold, high-visibility advertising.
Strategic Role
The welcome video serves both instructional and branding functions. It introduces passengers to Emirates’ award-winning in-flight entertainment system while reinforcing the airline’s premium positioning.
Because the content appears on nearly every flight departure, it delivers repeated global exposure across Emirates’ international network.
The 2025 production demonstrates how the airline combines cinematic storytelling, professional talent, and large scale choreography to strengthen brand recall among millions of passengers.
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