Emirates Airline | Press Roundtable in Berlin

Since 2013, Wilde & Partner has been organizing a high-profile press conference with Sir Tim Clark, President Emirates Airline, at the Hotel Adlon Kempinski every year in March, parallel to ITB Berlin. What began as a compact round table with a few trade journalists has quickly developed into a must-attend event for leading German-speaking trade, business and daily media. The annual exchange offers exclusive access to strategic insights and trend analyses directly from the top of the world’s largest international airline – an added value that is widely received by the media landscape.

Four weeks before ITB, key editors receive a personal invitation. The number of participants is deliberately limited in order to facilitate an intensive dialog and allow for in-depth questions. The agency moderates on site and coordinates additional one-on-ones.

The setting is completely “on the record” – which further enhances the information value. A keynote statement is followed by an open question and answer session in which Sir Tim Clark does not exclude sensitive topics. Journalists appreciate this transparency; the no-show rate has been correspondingly low for years.

The measurable output is impressive: on average, more than 60% of participants publish detailed articles within 48 hours, and news agencies include the key messages in their tickers. For ITB Berlin 2025, the media monitoring counted over 70 German-language publications in print and online – from leading media such as “FAZ” or“Bloomberg” to media such as“ntv” and special interest portals such as “aeroTELEGRAPH”.

For Emirates, the press briefing is much more than traditional media relations: it positions the airline as a thought leader, strengthens the trust of important stakeholders and provides reliable arguments for political and economic decision-makers. The agency accompanies the process with ongoing evaluation – from sentiment analyses and share-of-voice comparisons to qualitative journalist feedback – and integrates the findings directly into the planning for the following year. In this way, the format remains dynamic, relevant and an indispensable part of the ITB agenda.