EMIRATES APPOINTS APO GROUP AS NEW PR PARTNER FOR AFRICA

Emirates has appointed APO Group as its public relations partner for Africa, covering ten key markets including South Africa, Kenya, and Egypt. The partnership aims to strengthen Emirates’ regional visibility through strategic communications and local engagement, reflecting the airline’s continued investment in Africa and its global expansion of PR collaborations.

Under the agreement, APO Group will provide strategic counsel, integrated public relations, and stakeholder engagement across ten key African markets — South Africa, Kenya, Tunisia, Uganda, Senegal, Ivory Coast, Congo, Guinea, Tanzania, and Egypt.

The collaboration aims to reinforce Emirates’ visibility and reputation in Africa through insight-driven storytelling, consistent media engagement, and locally relevant communication strategies. By leveraging APO Group’s extensive pan-African network, Emirates hopes to connect more meaningfully with African audiences, local media, and industry partners.

In a statement, the airline noted that the partnership reflects its ongoing investment in Africa and its commitment to maintaining a strong, culturally attuned communications presence across its key markets.

Africa continues to be one of Emirates’ most important growth regions, with the airline operating regular passenger and cargo flights to over 20 destinations across the continent. The new PR collaboration is expected to enhance its regional influence and align communication efforts with its broader brand and commercial objectives.

Headquartered in Lausanne, Switzerland, APO Group has built a reputation as a leading voice in African communications, serving as a bridge between global brands and the continent’s diverse media landscape. The firm has worked with international organizations and Fortune 500 companies to help them tell their stories through localized insights and continent-wide distribution.

By bringing APO Group on board, Emirates gains access to a vast network of media relationships and communications professionals who understand the nuances of storytelling across Africa’s varied linguistic and cultural environments.

For APO Group, the partnership aligns seamlessly with its mission of “pioneering the future of communication” and “being the channel for Africa’s voices.” The collaboration with Emirates underscores the consultancy’s growing role as a communications partner for global brands seeking authentic engagement with African audiences.

The Emirates–APO Group partnership comes on the heels of another major communications appointment by the airline. Recently, Emirates selected Ruder Finn Era as its public relations agency of record for Southeast Asia, following a competitive multi-agency pitch.

Ruder Finn Era’s mandate covers communications strategy and execution across Thailand, Vietnam, Indonesia, the Philippines, and Malaysia, spanning both consumer travel and B2B cargo divisions. Together, the two appointments reflect Emirates’ wider strategy to establish a coordinated regional communications ecosystem, ensuring brand consistency while tailoring messages to local markets.

Emirates’ growing regional partnerships come at a time when airlines are increasingly focusing on localized storytelling and stakeholder engagement to navigate diverse markets. In Africa, where Emirates has operated for more than three decades, the airline has established deep trade and tourism links — supporting connectivity, investment, and cultural exchange between Africa and the rest of the world.

Through APO Group’s support, Emirates aims to build stronger connections with African travellers, businesses, and communities by highlighting stories that go beyond routes and services — from sustainability initiatives to skills development and tourism growth.

The new partnership also signifies Emirates’ recognition of Africa’s evolving communications landscape, where digital media, influencer culture, and storytelling are increasingly shaping public perception. APO Group’s expertise in navigating these dynamics positions it as a valuable partner in amplifying Emirates’ brand voice across platforms.

For both organizations, the collaboration represents a shared vision: to communicate with purpose, foster meaningful engagement, and build bridges between global and African perspectives.

As Emirates continues to expand its global communications partnerships — from Southeast Asia to Africa — it is setting a new benchmark for regionalized brand strategy, emphasizing authenticity, collaboration, and innovation in every market it serves.

In doing so, the airline not only reinforces its reputation as a leading global carrier but also demonstrates a clear understanding of what drives modern communication: local relevance with global resonance