LUXURY RE-IMAGINED – LAUNCH OF THE ETIHAD A380 IN INDIA
THE TASK
To increase awareness and build curiosity for the launch of Etihad’s flagship aircraft and the world’s largest passenger jet, the Airbus 380 in India. This had to be supported by further re-instating the brand ethos of ‘luxury re-imagined’.
INSIGHT
The Indian traveller was looking for unique experiences and the demand for premium brands and products was increasing in India and the world over. Air passengers in India were continuing to show a strong appetite for luxury products and passengers were willing to splurge and at the same time enjoy the worth of every penny invested in air travel.
WHAT WE DID
We created varied narratives around the Etihad A380 experience, from its design and cabin interiors to exclusive on-board experiences, positioning it as an airline that redefined hospitality in the sky. We built a strong identity for the Etihad A380 “Residence”, the world’s first and only totally private luxury three room suite on a commercial aircraft, and made it synonymous with luxury air-travel. An exclusive media preview was arranged with the airline’s international design ambassador to further build these conversations, supported by a high-impact press conference with the airline’s CEO, re-instating the airline’s commitment to India.
RESULTS
Etihad’s A380 debut in India made headlines across every major publication in the country, with over 200+ stories on the launch, including 40 high-impact media stories on the product’s passion points, including the Residence. The curiosity and buzz generated around Etihad’s A380 remains alive even today where the airline has become known for unparalleled luxurious experiences. The positioning created for Etihad is that of unmatched and unrivalled hospitality at 35,000ft in the sky.
