Etihad Airways' new brand campaign 'Choose Well', which was launched in November 2018, is having the desired effect in terms of cut-through in the UAE as the brand’s Ad Awareness rose from 35 per cent at the start of December to 46 per cent two weeks later,  according to YouGov BrandIndex data.

The brand released the campaign - which invites passengers to make choices about how they travel and allows them to choose the kind of journey they want to take - across print, digital and social channels in the middle of November 2018, to showcase the new opportunities given to passengers to make choices about how they travel. The launch coincided with the airline’s 15th birthday celebrations.

The 30-second and 60-second digital adverts focus on the choices passengers can make in relation to their flight, but also acknowledges that consumers are “on a bigger journey, and there are bigger choices”.

Purchase Consideration for the brand increased in December, jumping from +27 to +38. Whether this translates into actual flight bookings remains to be seen, the YouGov report said.

The branding of Etihad Airways’ as an ‘airline of choices’ also saw other metrics rise as well, the data showed. - TradeArabia News Service