Etihad Airways has been voted the airline with the "best marketing strategy" at this year’s Airline Business awards, receiving critical acclaim for its strong brand identity and the innovative sponsorship programmes with its sporting and cultural partners across the world.
The Abu Dhabi-based airline picked up the global award at the glittering ceremony, hosted by Airline Business magazine, which was attended by top aviation industry executives in London.
Judges at the awards credited Etihad’s comprehensive implementation of its brand noting that its customers "see the same brand at every ’touch-point’, starting from the limousine service that whisks premium passengers to the airport, to the check-in desk, premium lounges and award-winning in-flight service".
Peter Baumgartner, Etihad Airways’ executive vice president marketing and product, said: "Every company around the world knows how crucial it is to achieve the right marketing strategy and develop a strong brand, and that is even more significant in the highly competitive airline industry. Therefore to win this award, for an airline as young as Etihad Airways, is a tremendous honour for us."
Mark Pilling, Editor of Airline Business magazine said: "Much of Etihad’s early commercial success can be credited to its marketing strategy, which captured the attention of the judges. Etihad has created a strong brand with a high quality service in an extremely short time period."
Etihad has successfully implemented its marketing and product strategy across the airline and has set new standards with the introduction of several new in-flight service concepts.
This concept includes new amenity kits and an on-demand menu that allows premium passengers to decide exactly what they would like to eat and when during the flight.
As Abu Dhabi’s leading consumer brand, Etihad’s marketing strategy has also focused extensively on the drive towards making the UAE’s capital a premier upscale tourist destination.
This drive has seen Etihad become the title sponsor for the new Abu Dhabi Grand Prix, which will launch in 2009 as the last race in the Formula One season, and sponsor of London-based Chelsea Football Club and Harlequins RFC as well as the Ferrari Formula 1 team.
Etihad was credited by the awards judges for going much further than just "paying its money and putting its logo on the stadium and shirt" and actively brought the partners to Abu Dhabi such as the Chelsea Soccer Schools for children which took place in February 2008.
James Hogan, Etihad Airways’ chief executive, said: "Etihad has only been in operation for four years but this recognition demonstrates that we are succeeding in communicating the quality and growth of the airline with our customers across the world and we look forward to increasing our brand further as the airline continues to expand."
To support its marketing strategy Etihad has also invested in its loyalty programme and website, both of which feature several industry innovations such as special online auctions and raffles, giving members the opportunity use their miles to bid for rewards, including tickets for top sporting events and sell-out pop concerts.
Members of the Etihad Guest loyalty programme have also donated more than half a million ’miles’ to humanitarian and environmental charities and projects across the world through the scheme’s innovative reward shop.
The judges of the Airline Business Awards were some of the industry’s most renowned names including Sir Rod Eddington, former chief executive of British Airways; Jeffrey Katz, founding chairman and chief executive of Orbitz and former president and CEO of Swissair; Professor Rigas Doganis, government and airline adviser on air transport policy; Peter Harbison, managing director of the Centre for Asia Pacific Aviation; and Dr Julius Maldutis, one of the industry’s most highly regarded transportation economists and independent airline consultants.
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