Client’s brief:
Etihad Airways is the national carrier of the United Arab Emirates (UAE) based in its capital, Abu Dhabi.. Since its inception five years ago, Etihad has become the fastest growing airline in aviation history, winning itself numerous awards and accolades. The airline currently offers flights to 48 destinations in the Middle East, Europe, North America, Africa and Asia. The airline has been operational in Kuala Lumpur for two years now and currently flies six times a week to Kuala Lumpur International Airport.

Business Challenge:
Etihad Airways offers its guests an exquisite product and service, featuring amongst the airline industry’s finest. This includes seats in Diamond First Class and Pearl Business Class that convert into a fully-flat 180 degree flat-bed. Guests in Coral Economy class can enjoy over 500 channels of in-flight entertainment while on board. These are just amongst the few luxuries that guests will be able to enjoy on board.

However, although having a top-notch product and service, the airline is still relatively new in the airline industry at five years. As such, awareness of Etihad’s presence, especially in Malaysia, since its inception only two years ago locally, had not been very strong.  More awareness of Etihad’s product and service was required in the Malaysian market to establish itself as one of the leading airlines in the competitive airline industry.

Essence PR Strategy:
For a temporary period in September 2008, Etihad Airways operated its three-class Airbus A340-600 for its flights to Kuala Lumpur. The aircraft featured Etihad’s trademark Diamond First Class, Pearl Business Class and Coral Economy Class on board.

Essence took advantage of the brief stint of the aircraft’s operation in Malaysia to organize a media familiarization trip for members of the Malaysian media. The purpose of the visit was to enable members of the media to experience first-hand the premier product and service offered by Etihad Airways.

While on board, members of the media were given a briefing by Etihad’s Country Manager in Malaysia, Mr. Adam Phillips, who also fielded questions from them. Members of the media in attendance were given the opportunity to move about freely around the aircraft to experience for themselves all three classes on board the aircraft. After the aircraft visit, the media present were also treated to a buffet dinner, featuring some of the menu items featured on board Etihad’s flights.

Results:

• Approximately 30 Malaysian media were present at the FAM trip
• Etihad was able to showcase its product and service to the media.
• Coverage was generated in mainstream local dailies and magazines featuring Etihad and its product.
• The success of the project led to Etihad organizing another trip to the aircraft with 16 orphans from the Desa Amal Jireh home, as part of its CSR efforts.