With the aim to provide a wide range of online solutions to expand its reach across wider target audiences and assist in the delivery of effective marketing campaigns, Abu Dhabi based airline Etihad Airways has partnered with Facebook.
Among the new initiatives that the airlines took was launching Facebook’s new global Expat Targeting campaign in the United Arab Emirates (UAE). With this partnership it would be the first company to adopt this expat program.
Under this program, Etihad Airways reached out to targeted audiences, using personalized messages in their Facebook News Feed, to encourage Indian national expatriates in the UAE to fly their families to Abu Dhabi for Diwali.
According to the company, the campaign resulted in a 51 times the return on investment, and reached more than half a million expatriate Indian nationals in UAE with personalized messages.
“Etihad Airways aims to be the world’s leading airline and by working together with Facebook and its customized marketing tools, we can ensure our messages are communicated effectively and reach the right people. This partnership will allow Etihad Airways’ marketing team to gain access to Facebook’s best-in-class training, development solutions and resources, in order to drive increased market share and commercial returns for our brand,” shared Liz Selby, Etihad Airways’ Head of Social Media.
Another successful collaboration between Etihad Airways and Facebook took place during the launch of the airline’s new ground and cabin crew uniform. The airlines used Facebook’s internal creative team, the Creative Shop, to capitalize on new trends on Facebook.
“Etihad Airways has a multitude of dynamic services that need to be communicated to the right people and at the right time, and I am confident Facebook can offer solutions to deliver its personalized campaigns to where they matter the most,” commented Jonathan Labin, Head of Facebook, Middle East, North Africa and Pakistan.
Terry Kane, Head of Travel, Auto, Telco and Financial Services, Facebook, MENA, said, “The remarkable success of Etihad Airways’ Expat Targeting campaign proves once again that Facebook’s diversified marketing solutions work alongside any strategic campaign with the aim of exceeding expectations and reaching the right audiences.We will work closely with the team to provide innovative solutions and customer support, thus allowing Etihad Airways to reach individuals more personally, and at a scale more massive than anyone else.”
