Most travel companies have come round to the idea that YouTube can be as important a marketing channel as any other when it comes showcasing a brand.
Thus why so many have - often rather desperate - attempts to land the Holy Grail of modern marketing: the viral video.
It helps, of course, if you're a big name brand in the first place (although many have tried and failed there, too).
But as the stakes get higher, so does the pressure at the creativity end.
So, say hello to Emirates, an airline which doesn't really know how to do "understated".
It recently teamed up with a chap by the name of Yves Rossy who has become reasonably famous for his antics with a personal jet-propelled wingsuit.
Put Rossy (also know as Jetman, inevitably) and his buddy in the air alongside the biggest commercial aircraft on the planet, the Airbus A380, and then let them fly over the skies of Dubai in formation.
Well, obviously...
Just two days since extreme activitiy provider in the UAE, XDubai, posted the clip on its YouTube channel and it's close to four million views).
Here is the clip:
And the "Making Of" backgrounder, which is just as interesting given the air traffic and aviation issues that needed to be taken into consideration for the stunt: