ALWAYS ON HUB TO POSITION A TRUE LEADER IN TRAVEL
CHALLENGE
Build Etihad’s position as a pioneer in both premium and choice categories nationwide, to fuel consideration and conversion in the fierce Australian market.
SOLUTION
Working with in-house comms and marketing teams, we crafted a multifaceted strategy with defined storytelling platforms across business, thought leadership, partners, and innovation.
Here, an ROI-driven Always On Comms Hub delivers a consistent flow of positive and rich storytelling in line with a tight budget, beyond the expected travel pages.
A quarterly editorial schedule is backed by a rolling data-mining and famil program, GM profiling, plus spike campaigns, and stretch for reactive engagement to drive reputation and SOV across verticals.
RESULTS
180+ proactive pieces across news, travel & lifestyle with a 184M potential reach including 10x key GM profiling, award and speaker opportunities to drive thought leadership.
Consistent strong key message inclusion, with sustainability-led initiatives seeing 100% inclusion.
Strong optimisation of sponsorship assets including English Premier League Trophy tour sponsorship – with major contra ARN partnership deliveing +$40K value.
Key partner activation including leading Etihad x Virgin Australia 10th Anniversary Celebration event, hosting top tier media and trade delegates for intimate commercial update.
Best practice improvements to Etihad global communications practices – including streamlining famil and data requests.
