Reflecting Etihad Airways evolution into an airl

first_imgReflecting Etihad Airways’ evolution into an ‘airline of choices’, the airline has launched its new brand campaign in key markets from 13 November across print, digital and social channels.Etihad’s new ‘Choose Well’ customer proposition is an invitation for all to make choices about how they travel and to journey on their own terms. It is also a validation that Etihad’s customers, partners, guests and employees are at the heart of every good choice it makes. The launch is timed to coincide with the airline’s birthday celebrations of fifteen years since its first flight.As part of the campaign, the airline chose to feature a range of individuals including its own staff. One person lending her voice to the power of choices is Shaima Rashed, one of the UAE’s first Airbus A380 female pilots, who always dreamed of wearing the golden stripes. Through courage, conviction and choosing her own path, she fulfilled her dream and now flies the airline’s flagship aircraft.The inspiration behind the new campaign was taken from the Founding Father of the UAE, the late Sheikh Zayed bin Sultan Al Nahyan, and the choices he made to develop his nation and his people. The refresh sees the inclusion of the ‘Choose Well’ line as part of the airline’s visual identity, deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact. It recognises the decision-making power of the consumer and is the perfect complement to the line ‘Abu Dhabi to the World’. airlinesChoose WellEtihad Airwayslast_img

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