ETIHAD AIRWAYS

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.

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