Today at the ITB travel fair in Berlin Emirates will unveil its latest business class seat. Or, as we presume, the latest upgrade of its current business class seat. And why so? Because there have been no invitations sent out to the media. There is no press conference planned, or any launch event of any kind. It is all very low key.
But after some e-mails to Emirates press office I have been told the new business class seat will be available to see and try at the Emirates stand at the ITB fair in Berlin today from around 10 am.
It is now 9.40 am and we are exactly two journalists here who have both managed to get this information by proactively contacting Emirates to ask about the launch of the new seat. The mock-up version of the seat is here, just a few metres away at the stand, but we are not allowed to see it or approach it, yet.
At the moment there is a media team at the stand hard at work taking promotional photos and shooting videos of the new seat, most likely to be sent out together with a press release either later today or later this week.
Well at least they serve decent coffee here, so let’s take a seat and wait for until 20 minutes until 10 am when there will hopefully be some action…