Etihad Airways

The Brief

Etihad operates in a highly competitive aviation space, requiring differentiation to be top-of-mind for global travelers.
The launch of the new Abu Dhabi Airport terminal needed additional exposure and relevance to travelers.
The initial plan covered both UAE and KSA, which risked spreading the budget too thin without concentrated impact.
High-impact placement was necessary to align with the cinematic theme of the Mission Impossible collaboration while ensuring measurable results.

Leveraged global appeal of the Mission Impossible franchise to boost Etihad’s brand visibility and emotional connection with audiences.
Used SWOT analysis, GWI audience insights, and past benchmarking to shape the strategy.
Narrowed media to two high-performing formats: Cinema Ads to tap into a captivated audience. Dubai Metro digital banners in high-footfall areas to maximize impressions.
Shifted from a broader KSA/UAE mix to a concentrated Dubai-only outdoor strategy, maximizing ROI through geo-targeting.

Reached over 116,700 viewers at VOX Cinemas in Abu Dhabi. Cinema environments naturally offer undivided attention and immersive viewing, which likely led to better brand recall and emotional connection with audiences.
Metro digital screens delivered 28.1M+ impressions, indicating vast exposure.
By streamlining the campaign to 2 high-performing mediums, the campaign avoided message dilution and achieved better message consistency across touchpoints.
Campaign launch tied to the opening of Zayed International Airport, reinforcing Etihad’s positioning as a modern, forward-thinking airline.