Etihad Airways, the national airline of the UAE, 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 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.
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.
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