RWC Etiquette Guide

Cracking global ideas for Emirates

To celebrate Emirates’ sponsorship of the Rugby World Cup, we created airline etiquette 'rules,’ inspired by rugby. The content was hosted by the game’s most famous referee, Nigel Owens, to inform what's fair play and what's foul play when watching the game on flights, so we can all Fly Better. The content was translated across eleven languages and brought fans across the world together, no matter what country they cheered for.