Etihad Guest: Conscious Choices

Yasmine Pithawalla, Louise Roberts, Jane Dorsett

Etihad Guest, an airline, launched a campaign in Australia, the UAE and the UK to develop sustainability as a core business capability, become the first sustainable loyalty programme, encourage active guests to adopt a conscious choice and encourage everyday carbon offsetting.

Campaign details

Brand: Etihad Brand owner: Etihad Airways Entrant company: MullenLowe LondonIdea creation: MullenLowe London Market: United Arab Emirates Sector: Airlines Media channels: Email marketing, Online video, Websites & microsites, Public relations Budget: Up to 500k

Executive summary

As activists took to the streets to flight shame, blame and call to ban Frequent Flyer programmes, IATA (the International Air Transport Association) mandated Net-Zero carbon emissions by 2050. In the wake of an industry-toppling pandemic, how could Etihad Airlines Loyalty Programme reward flying without...

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