Etihad Airways appoints Lowe Open as its first direct marketing agency

Etihad Airways has appointed UK-based creative agency Lowe Open as it first direct marketing agency.

Etihad

Lowe Open was awarded the three year contract following a competitive pitch and has been tasked with enhancing Etihad Airways’ direct marketing activities.

The creative agency’s Abu Dhabi office will lead the account supported by its UK and US operations. Together the company will work to promote the Abu Dhabi-based airline’s frequent flyer programme, Etihad Guest, with a mandate to support its growing profile as a world-leading airline loyalty scheme.

The remit also includes developing direct marketing creative, as well as providing additional data and analytics services to Etihad Airways, Global Loyalty Company and Etihad Guest, all part of the Etihad Aviation Group.

Lowe Open’s chief executive, Anthony Hopper, said: “As a forward looking innovative airline, Etihad Airways continues to inspire and relentlessly challenge the conventions of airline travel. As a 21st Century agency, we too are challengers, and our ambition is to reimagine airline loyalty. We are honoured and delighted to be joining Etihad Airways on their remarkable journey.”

Peter Baumgartner, Etihad Airways’ chief commercial officer, said the company was “looking forward to working with Lowe Open to help deliver more enriching customer experiences” for the airlines plans to bolster Etihad Guest.

Lowe Open enters into the relationship with Etihad Airways at a time when the airline is increasingly building on its reputation as one of the leading commercial airlines. Last month it was named ‘World’s Leading Airline’ at the World Travel Awards and the ‘Airline of the Year 2016’ by Air Transport World.

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