Etihad Launches New Brand Platform

Etihad Airways, the national airline of the UAE, has launched a new brand platform: ‘Choose Well’ which aims to give passengers more autonomy in deciding their travel terms.

The launch is timed to coincide with the airline’s birthday celebrations of fifteen years since its first flight.

Etihad Commemorates Inaugural 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.”

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.

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