Etihad Airways, the national airline of the United Arab Emirates, took out the top marketing honour at this year’s Middle East Business Achievement Awards, which were announced in Dubai yesterday during the Leaders in Dubai Business Forum.
Etihad’s Marketing Strategy of the Year Award win recognised the airline’s Inspired Service strategy – a concept built on Etihad’s vision to be the best airline in the world.
The roll-out of Etihad’s Inspired Service throughout 2008 and 2009 included a ground-breaking service component offering customers greater choice and personalised attention in line with the five-star rating of the hospitality industry, complemented by an upgrade of ground and inflight product and infrastructure.
Etihad’s chief commercial officer, Peter Baumgartner, who collected the award for Etihad, said: “Inspired Service offers our guests a seamless, integrated travel experience from the ground to the air, with every touch point of the journey identifiable as uniquely Etihad.
“We implemented a carefully orchestrated campaign to communicate this philosophy, using a balance of traditional and new media as well as consumer and public relations promotions to support each new development.”
Supporting the advertising campaigns, Etihad’s collateral material – distributed through the airline’s own channels and at customer, VIP and trade events – included brochures, interactive presentations and virtual 3-D product walk-throughs, using high quality photography and elements reflective of the new service style – personalised, with a touch of luxury for every traveller.
Mr Baumgartner said it was Etihad’s integrated approach to marketing that set it apart from many other companies.
“We focus carefully on our product and service, but at the same time we benchmark our brand alongside that of Abu Dhabi, because we are the flag carrier. We support everything we do with investment in people and training as well as infrastructure, and look for global exposure through key sponsorships and events as well as marketing communication activities. This attention to every area of our business and the effective integration of all these elements is what makes our marketing so successful.”
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