Middle East-based airline Etihad has unveiled its new brand positioning strategy. The global campaign “Why” is set to highlight the fact 40 million people have flown with the airline since it started operating eight years ago.
The Etihad Airways success story is a phenomenal one that will probably never be repeated and is therefore relevant for the history of commercial aviation. The airline has evolved from an initial vision, to a fledgling start-up, to the award-winning airline that we are today. The marketing campaign shares some of the secrets of the success with a worldwide audience and shows how, in less than nine years of operations, Etihad have carried more than 40 million passengers and become synonymous with providing customers with the highest levels of hospitality and service available on the ground and in the sky.
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