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Etihad Airways’ hospitality push takes flight


By The Drum Team | Staff Writer

December 26, 2016 | 3 min read

Etihad Airways wants people to see it as a hospitality brand rather than just an airline off the back of its latest campaign.

Five different ads bring the positioning to life, showcasing the lengths the airline will go to in order to ensure its customers are treated as guests instead of just passengers. It’s a distinction at the heart of what Etihad Airways described as a “playful” yet “elegant” push that will see personalised versions of each creative served to someone based on their habits and profile.


Etihad Airways’ hospitality push takes flight.

One ad highlights the 5-star dining experience available on flights, while another focuses on the spas available in the Abu Dhabi lounges.

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It is the first campaign to be created by Cheil London after it won the account last year.

Russell Scahller, creative director at Cheil London, said: “This is a great example of Cheil and partners working together in perfect harmony. An incredibly efficient data driven campaign meets playful copy writing, elegant art direction with brilliantly thought through channel planning. An all-round winning combo.”

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