Readers will be able to book two-for-one flights to destinations including Sydney, Bangkok, Sri Lanka, Hong Kong and The Maldives. The promotion is to be supported by TV, radio print and online advertising through ad agency Mother.
To qualify for the offer, readers will have to collect four tokens from The Observer's Escape section, Observer Food Monthly and an online token from observer.co.uk.
The TV campaign breaks today and runs on national terrestrial and satellite TV. Media planning and buying is through PHD.
The 68-page tabloid glossy Observer Travel Magazine will be edited by Observer Travel editor Jeannette Hyde.
Stuart Taylor, advertisement director at Guardian Newspapers, said: "It is a fantastic cross-platform deal using Guardian Newspaper's portfolio and the launch of the new magazine to provide a fully integrated advertising and promotional campaign."
The Emirates deal was negotiated by MediaCom's Ian Mullins and Guardian Newspapers' Aida Kaisy and Margaret Cadavan.
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