It may seem ironic, being one of the fastest growing airlines in the world with a huge amount of aircraft on order, but Emirates is touting its commitment to protecting the environment.
In a press release, the carrier says it has adopted "a new environmental policy for the Emirates Group, a global staff awareness campaign and internal goals to reduce energy consumption and waste, as well as increase recycing and training".
The programme is entitled Emvironment, which at first I thought was a spelling error but no, it's a good old amalgamation of two words. Catchy. You can read more about the airline's emvironmental commitments here.
Heavily involved in all this is Emirates vice-president public and environmental affairs Andrew Parker, who says: "From an environmental perspecitve, Emirates has much to be proud of, particularly our advanced fleet and use of technology to minimise our footprint.
"While much of this work has been underway for many years, the new Emvironment programme will provide a strategic underpinning to further improve our environmental performance."
Emirates is not the only airline shouting about its commitment to saving the earth - see our recent feature "Seen to be green" to see what others are doing to try and hammer home this message.