Etihad Airways, the national airline of the UAE, has lit up the world’s tallest building, the iconic Burj Khalifa in Dubai, with a spectacular branded, light-and-sound display to celebrate the next stage of its ‘Choose Well’ brand promise at the start of Arabian Travel Market.
At the event, the airline unveiled a major Economy transformation programme, starting with the cabin upgrade and refurbishment of its Airbus A320 and A321 aircraft, including new seats and personalised streaming entertainment, and a completely new and improved Economy dining concept on all its flights.
A new advertising campaign, ‘Go Your Own Way’, using Fleetwood Mac’s anthemic classic as its supporting soundtrack, was launched the same day. As part of Etihad’s overall ‘Choose Well’ brand platform, the campaign will drive greater awareness of the airline’s commitment to providing its guests with greater control, choice and value by personalising their travel experiences.