Etihad Guest – Repostioning
The Impact
The platform was well received and still lives today across all their consumer-facing comms, acting as both the backbone and North Star to everything they do. The launch was supported by a complete overhaul of the Etihad Guest brand, containing manifesto films and a full brand guidelines document.
From frequent flyer programme to Lifestyle & Travel brand.
Etihad Airways were looking to relaunch their loyalty programme, Etihad Guest and required a new emotional brand platform to inform all communications over the next decade.
The Insight
We all know how it feels to be invited somewhere and looked after. When someone thoughtfully goes through the effort of looking out for your best interests and puts you first. It just feels better, regardless of the specific experience.
The Idea
As the UAE’s national carrier, we were beholden to champion what makes it truly special: authentic Emirati hospitality. This meant evolving the traditional structure based on frequency of travel and miles accrued and placing something more meaningful at the heart of the programme, with Guests front and centre.
We elevated Etihad Guest from a conventional, transactional rewards programme to a Lifestyle and Travel Brand, one centred on lifestyle and thoughtfulness.
Life’s better as a Guest.
The new brand platform celebrates Etihad's thoughtfulness.