Etihad Airline Creative Brief
Advertising abrupt – Bill Abdul Hak Client: Etihad Airlines Accomplishments to the artefact and Ad campaign. -Introduction of the brand. Etihad Airline is one of the arch all-embracing aircrafts, and in aloof bristles years they accept aureate added than 17 actor Guests to added than 50 destinations beyond the Average East, Africa, Australia, Europe, North America and Asia. With their multi civic campaigns , Etihad is ranked as the cardinal one airline. Etihad Airways has accustomed over 30 awards aback its commencement in 2003.It has a four brilliant appraisement by Skytrax and a bristles brilliant appraisement for its aboriginal and business chic product.
It is currently voted the cardinal 1 airline for accepting the best business chic in the world. It has additionally bedeviled awards for accepting the best aboriginal chic in the world, acceptable it for the additional time in the aftermost two years; which were awarded by the WTA – 'World Biking Awards' association. -History Etihad Airways which agency (unity) was accustomed as the civic airline of the United Arab Emirates in July 2003 by Royal (Amir) Decree issued by Shikh Khalifa Bin Zaid Alnahyan.It started with an antecedent paid-up basic of AUD 160 million. Casework were launched with a august flight to Al Ain which is a accompaniment in UAE on 5 November 2003. On 12 November 2003, Etihad commenced bartering operations with the barrage of casework to Beirut, and has gone on to become the fastest growing airline in the history of bartering aviation. ?In June 2004, the airline fabricated an AUD2.
6-billion adjustment for new aircraft in 2004, which included bristles Boeing 777-300ERs and 24 Airbus aircraft, including four A380-800s.The airline appear the bigger aircraft adjustment in bartering aerodynamics history at Farnborough All-embracing Air appearance in 2008, for up to 205 aircraft – 100 close orders, 55 options and 50 acquirement rights. As of May 2010, the airline operates casework to 61 destinations about the apple from its home abject in Abu Dhabi. In 2008 Etihad agitated added than 6 actor passengers, compared to 4. 6 actor in 2007. In 2009, bench agency was 74 per cent, captivation abiding on the 2008 level. Etihad Airlines , additionally sponsors multi sports contest , locally and internationally.
In the year 2000 , Etihad sponsored the Melbourne premiere and multi purpose sports area ( Etihad Stadium). Etihad Stadium branding appearance on behemothic battleground signs on the alfresco of the architecture and on all directional, scoreboard and ambit announcement signage throughout the autogenous of the Stadium. In 2008 , it additionally sponsored the Ferrari F1 Team , blueprint 1 apple championship holders. Also, in December 2007 it became the appellation sponsor of the Blueprint One Abu Dhabi Grand Prix .The accord was the F1 chase in the UAE’s basic burghal called the Blueprint One Etihad Airways Abu Dhabi Grand Prix until 2011. -Australian Account History. Etihad Airways, has added the destinations accessible for cartage traveling to Australia by accretion its cipher allotment acceding with Qantas.
As allotment of the agreement, the Etihad two-letter ‘EY’ cipher is now placed on flights from Sydney to Ayers Rock (Uluru), Alice Springs, Canberra, Hobart and Melbourne and flights from Brisbane to Cairns.The amplification of this codeshare acceding with Qantas reaffirms the charge to cartage about the apple who are aerial to Australia and appetite to appointment towns and cities alfresco the key gateways. The new routes are in accession to the casework that were allotment of the antecedent codeshare agreement, which commenced in March 2009 and accommodate flights amid Sydney and Brisbane, Sydney and Cairns, Sydney and Adelaide, and Melbourne and Adelaide, as able-bodied as Sydney to Auckland in New Zealand.More over , recently, Etihad Airways has accustomed acting allotment from the Australian Competition and Consumer Commission (ACCC) for its proposed cardinal accord with the Virgin Blue Group. The ACCC approval agency Etihad Airways and Virgin Blue will action barter a new accumulated all-around flight network, abutting cartage amid Europe, the Average East, Asia, Australia and North America. The approval allows Etihad and Virgin Blue to sell, bazaar and administer the “joint product” to barter as able-bodied as broadcast accumbent flight schedules, which will awning added than 100 all-around destinations. Accession in Australia.
With these agreements , Etihad Airlines ensures that it is the best airline that covers the absolute average east and the blow of the apple , authoritative abiding that it is the best carrier to booty , abnormally if aerial from Australia. -objectives. -Marketing objectives To access sales of airline tickets by 25% by the end of August 2011 -Communication cold To access acquaintance by 20 % by the end of January 2011 -Target Audience. Demographics . M/F 16 and up alive or accurate by a alive ancestors with a average to aerial income, -Psychographics.The ambition bazaar are those who adulation to acquaintance altered cultures and altered locations. Concerned about assurance and aegis , and don’t apperception advantageous for leisure services, and don’t like to decay time till they get to their destination -Behavioral and Usage.
It’s for those who like to biking about , assignment to save money , and appoint in altered activities. -Current Announcement activities The accepted announcement shows altered cartage boarding the aircraft , and anniversary of these cartage is advised actual alone depending on their claimed admired affairs and preference.With a articulation over advertence that this commuter cast it clandestine amplitude , and the alternative cast it abstracted , area addition prefers it laid aback and some like to dream on their own. Finalizing the ad with an accessible catechism to clothing you alternative adage ( how would you like to fly with the best? ) and catastrophe it with the byword Etihad Airways, the world’s arch airline. Also, the Blueprint One Campaigns that is actuality captivated in Abu Dhabi sponsored by Etihad Airlines , with F1 Logos on airplanes , tickets and website. -Competition.In accepted , every airline is a adversary for Etihad Airlines aback they awning all destinations , but accurately a angry adversary for Etihad is Emirates Airlines that covers about aforementioned destinations , but an advantage for Etihad is that it home burghal is the capitol which is Abu Dhabi , clashing Emirates that flies from Dubai , and Etihad has hardly bigger admission prices.
-Brand Character. Etihad angel is that of a affluence and convenience. The cast is accepted for actuality reliable , luxurious, affordable, and alone account is offered. -Desired cast image.The adapted cast angel for Etihad will be a aggregate of affluence and abundance and adequate . A vacation starts from abandonment , ensuring assurance affluence and abundance till you get aback home. -Positioning The Etihad account brings affection account into your holiday.
Positioned in the meduim aerial end of the market, the Account is altered pesronilezed with altered variations from abridgement to business to aboriginal class.. -Look and Feel The accent and address of Etihad will highlight the brands personality and values. The accent will be bland and elegant. SWOT AnalysisStrengths : -Strong name accepted to accessible -Strong bazaar position -Great actual accomplishments with no accidents -It’s arch abode ( Abu Dhabi) is in the average of all Mideast destinations. -Flies to added than 60 destination. -Best business chic in the world.
-Direct flights to destinations Weakness: -Ticket prices are expensive. - Abridgement chic seats are baby -Baggage allowance is alone 20 kg. -Flights can book out bound Opportunities: -Airline could become cardinal one. - Create new basement spaces. -Affiliate a abounding account air and acreage like car and hotel. articulation with alternative airlines to destinations they don’t ability Threats: -Emirates airline is it’s angry adversary . -Natural aircraft disasters can accomplish bodies fly less.
-Economical crises like oil prices activity up can access admission prices. Artistic Abrupt 1. Role of Advertising. Etihad Airline is one of the arch all-embracing aircrafts, and in aloof bristles years they accept aureate added than 17 actor Guests to added than 50 destinations beyond the Average East, Africa, Australia, Europe, North America and Asia. With their multi civic campaigns , Etihad is ranked as the cardinal one airline. . Ambition Audience: A.
Demographics: M/F 16 and up alive or accurate by a alive ancestors with a average to aerial income. B. Psychographics. The ambition bazaar are those who adulation to acquaintance altered cultures and altered locations. Concerned about assurance and aegis , and don’t apperception advantageous for leisure services, and don’t like to decay time till they get to their destination. C. Behavior and Usage.
It’s for those who like to biking about , assignment to save money , and appoint in altered activities. D. Key Consumer Insight.I appetite a acceptable amount for an air admission , and a absolute flight after accepting to change flights and decay time to get to my destination, after compromising on assurance and affluence 3. USP. vacation starts from point of abandonment , our account is alone to clothing your alternative and affluence is abundantly offered. 3- adapted accession : The Etihad account brings affection account into your holiday.
Positioned in the average aerial end of the market, the Account is altered alone with altered variations from abridgement to business to aboriginal class.. 4 -Tone and manner:The accent and address of Etihad will highlight the brands personality and values. The accent will be bland and elegant. 5- artistic strategy: alpha of summer division , back bodies accept chargeless time to biking and analyze altered nations. 6- media action : our media action should awning all mediums in agreement of T. V.
Radio , Print Ads , Bill Boards and accurately amusing Net working. 7-Timing: The timing charge be mid December 2011 till end of February 2012. 8- Mandatory’s : Logo , and trademarks of Etihad’s like compatible and affability and hospitality
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