21 Jan 2016 10:00
Etihad Airways, the national airline of the United Arab Emirates, has appointed Lowe Open as its first global direct marketing agency following a competitive pitch.
The UK-based creative
agency has been tasked with enhancing direct marketing activities for the Abu Dhabi-based
airline. This includes Etihad Guest, the carrier’s frequent flyer programme,
with a mandate to support its growing profile as a world-leading airline
loyalty scheme.
Lowe Open was
selected on a three-year contract with a remit that also includes developing direct
marketing creative, as well as providing additional data and analytics services
to Etihad Airways, Global Loyalty Company and Etihad Guest, all part of the
Etihad Aviation Group. The account will be led from Lowe Open’s offices in Abu
Dhabi, supported by operations in the UK and USA.
Peter Baumgartner,
Etihad Airways’ Chief Commercial Officer, said: “Customer
relationship marketing and loyalty play a central role in Etihad Airways’ global
marketing strategy. Throughout 2016, we have a number of exciting initiatives planned
for our guests, including members of our award-winning loyalty programme,
Etihad Guest. We look forward to working
with Lowe Open to help deliver more enriching customer experiences that we are
renowned for.”
Anthony Hopper,
Global CEO of Lowe Open, added: “As a
forward looking innovative airline, Etihad Airways continues to inspire and relentlessly
challenge the conventions of airline travel. As a 21st Century agency, we too
are challengers, and our ambition is to reimagine airline loyalty. We are
honoured and delighted to be joining Etihad Airways on their remarkable
journey.”
Etihad Airways is one of the world’s fastest
growing commercial airlines, operating an ever-expanding global network of
passenger and cargo flights from its Abu Dhabi hub. Last month, Etihad Airways
was named ‘World’s Leading Airline’ at the World Travel Awards for the seventh
consecutive year. The airline was also recently recognised as ‘Airline of the
Year 2016’ by the prestigious international aviation publication Air Transport
World.