The Brief

Etihad Airways | Dooh

Etihad intended to capitalise on a higher traffic period in the region for Arabian Travel Market amidst concerns of lower brand awareness.

The challenge

Etihad Airways faced low reach and awareness among Emiratis, whereas Emirates Airlines dominated the market.

our approach

Scaling the tallest tower with an iconic awareness campaign that made the world look up and notice, Etihad soared to new heights with flight bookings in UAE, KSA and Kuwait. The teams achieved this by strategically showcasing the brand film on Burj Khalifa, and scheduled the display to follow the Dubai Fountain show on the first day of the Arabian Travel Market. They extended the campaign reach by promoting the display on social media, which achieved viral status.

80,000 people

viewed the Etihad brand film from The Dubai Mall Fountains during peak hours.

10 million interactions

and 34 million reach achieved.

14% increase

in engagement.

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