Marking its 15th anniversary, Etihad Airways has launched a brand platform ‘Choose Well’, giving more choice to consumers. Supported by a brand refresh, ‘Choose Well’ is now part of the airline’s visual identity, deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact.
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.
“We are a proud advocate of choice and have introduced a range of products that allow our guests to personalize 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,” said Robin Kamark, Etihad Airways Chief Commercial Officer.
It recognizes the decision-making power of the consumer. The inspiration behind the new campaign was taken from the Founding Father of the UAE, the late Sheikh Zayed bin Sultan Al Nahyan, and the choices he made to develop his nation and his people.
“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,” added Jason Foo, Chief Executive Officer of BBD Perfect Storm, the creative agency Etihad worked with to develop the new brand platform.