Cheil London reveals maiden campaign for Etihad Airways, positioning the airline as a hospitality brand

Dec. 26, 2016

Cheil London has launched its debut work for Etihad Airways, since winning the account earlier this year.

The global print and digital campaign shows how Etihad offers a superior travelling experience to its rivals, positioning the company as a hospitality brand rather than just an airline. A series of five different executions use simple, playful, yet elegant, images of the lengths it goes to in order that its customers are treated as guests rather than passengers.

For example, one execution reveals the 5-star dining experience on offer on its flights, while another promotes the spas available in its Abu Dhabi lounges. The campaign is data-informed to ensure that each message is delivered at the right time and to the right person based on their habits and profile.

Russell Schaller, 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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The campaign breaks on December 26 and will run throughout 2017 across Europe, the UAE, UAS, India and Australia. Media buying is being handled by Starcom.

*Etihad previously worked with M&C Saatchi.