Etihad Airways and Facebook partnership set to redefine and reinvent travel industry marketing

Etihad Airways and Facebook have announced a new partnership which will provide the Abu Dhabi-based airline with a wide range of online solutions to expand its reach across wider target audiences and assist in the delivery of effective marketing campaigns.

The partnership is set to redefine and reinvent travel industry marketing and to deliver world class personalized and effective campaigns to enhance the travel experience.

Among the new initiatives is Etihad Airways’ launch of Facebook’s brand new global Expat Targeting campaign in the United Arab Emirates (UAE).

As the first brand in the world to use this solution, Etihad Airways reached out to targeted audiences, using personalized messages in their Facebook News Feed, to encourage Indian national expatriates in the UAE to fly their families to Abu Dhabi for Diwali.

The campaign resulted in a 51 times the return on investment, and reached more than half a million expatriate Indian nationals in UAE with personalized messages.

Liz Selby, Etihad Airways’ Head of Social Media, said: “Etihad Airways aims to be the world’s leading airline and by working together with Facebook and its customized marketing tools, we can ensure our messages are communicated effectively and reach the right people.

“This partnership will allow Etihad Airways’ marketing team to gain access to Facebook’s best-in-class training, development solutions and resources, in order to drive increased market share and commercial returns for our brand.

“People expect communication to be personal, relevant and mobile.  With Facebook’s Expat Targeting we were able to speak to a highly relevant audience and deliver them something that was truly valuable and in real time.”

Jonathan Labin, Head of Facebook, Middle East, North Africa and Pakistan, said: “Etihad Airways has a multitude of dynamic services that need to be communicated to the right people and at the right time, and I am confident Facebook can offer solutions to deliver its personalized campaigns to where they matter the most.”

Terry Kane, Head of Travel, Auto, Telco and Financial Services, Facebook, Middle East & North Africa, said: “The remarkable success of Etihad Airways’ Expat Targeting campaign proves once again that Facebook’s diversified marketing solutions work alongside any strategic campaign with the aim of exceeding expectations and reaching the right audiences.”

Commenting on the partnership agreement, Terry Kane said: “The Etihad Airways team is exceptionally focused, experienced and have a vision for driving market share and commercial returns through their direct distribution channels. 

“We will work closely with the team to provide innovative solutions and customer support, thus allowing Etihad Airways to reach individuals more personally, and at a scale more massive than anyone else.”

Another successful collaboration between Etihad Airways and Facebook took place during the launch of the airline’s new ground and cabin crew uniform. 

Etihad Airways used Facebook’s internal creative team, the Creative Shop, to capitalize on new trends on Facebook. 

The Creative Shop assisted Etihad Airways in designing and executing high-end campaigns around the uniform launch which was successful in reaching the desired target audiences and bringing the brand to life.