Subscribe Free
in Technology

Etihad launches new brand platform ‘Choose Well’

Posted 14 November 2018 · Add Comment

Etihad Airways has launched a new brand platform: ‘Choose Well’. The airline’s new 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.  

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’.

Robin Kamark, Etihad Airways chief commercial officer, said: “We are a proud advocate of choice and have introduced a range of products that allow our guests to personalise every aspect of their experience. We believe that the power of choice lies with them. Whether that's First, Business or Economy, the power is with the guest to decide what products are right for them. We are an airline of choices and our latest campaign perfectly encapsulates the decisions that our people and guests make every day.”

Celebrating ‘15 Years Young’, Etihad Airways has come a long way in a very short space of time and offers a range of products and services across cabins. Recently, new seating options in Economy have been introduced to enhance the product offering and allow for greater personalisation. With the most recent introduction of Economy Space, guests can select seats that feature an increased seat pitch of up to 36 inches. Other introductions this year include a Neighbour-Free seating option in Economy and an extended range of ‘buy-on-board’ products.

Jason Foo, chief executive officer of BBD Perfect Storm, the creative agency Etihad worked with to develop the new brand platform, said: “Research showed that Etihad offering greater choices was a game changer. But this brand platform is about more than just travel. In life we are all defined by the choices we make. We were incredibly inspired by the choices the late Sheikh Zayed made that not only defined his life, but the development of the UAE. This campaign is about inspiring, celebrating and offering great choices to all.  It’s a rallying call. Those that choose well, live well.” 

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 new campaign rolls out today in the United Arab Emirates, Saudi Arabia, the United Kingdom and Australia and will include radio, print, TV, digital and social elements.

* required field

Post a comment

Other Stories
Advertisement
Latest News

Air Arabia Abu Dhabi agreement sparks talk of Emirates merger with Etihad Airways

Following the news that Etihad Aviation Group and Air Arabia have signed of an agreement to launch Abu Dhabi’s first low-cost airline, this has ‘rekindled’ talk of an Emirates merger with Etihad Airways, according to GlobalData.

Turkish Technic and Satair sign agreement to support Airbus fleet management

Turkish Technic and Satair have signed a strategic General Terms Agreement (GTA) to facilitate further business growth between the two entities.

Spatial to manufacture a Water Evacuation Trainer for Singapore Airlines

Spatial, a provider of cabin crew training simulators based in the UAE, is to manufacture a Water Evacuation Trainer for Singapore Airlines.

MNG Airlines signs new base manintenance agreement With Joramco

Joramco, the Amman based MRO and the engineering arm of Dubai Aerospace Enterprise (DAE), has signed a new base maintenance agreement with MNG Airlines; a Turkish cargo airline headquartered in Istanbul, to perform three C checks on two

Emirates announces commercial management rotations

Emirates has made several key management movements across its commercial operations team in the Middle East, Far East, Europe and Emirates Skywards.

EgyptAir in expansion of cooperation with Optiontown

EgyptAir has announced the expansion of cooperation with Optiontown for optimum travel services.

GAS SK021019190320
See us at
BIDEC BT0108301019AVMENA20 BT1309100620Global Aircraft Maintenance BT0910061119DIAC19_BT0509161119AVAFA20BT2607050320Dubai AS BT2006211119