Etihad launches “Essential Abu Dhabi” campaign

Etihad Airways has designated 2011 as “the year of Abu Dhabi” with the launch of its “essential abu dhabi” destination marketing campaign. Designed to enhance Abu Dhabi’s place as a top tourist and MICE destination, the campaign will see Etihad unveil a number of exciting promotional activities across the globe.

For the first time, all the major tourism operators in the emirate of Abu Dhabi have come together under one showcase umbrella to promote the very best UAE’s capital has to offer.

Hotels, tour operators, dining outlets, shops, adventure parks, cultural attractions and sports facilties are providing a range of offers, to entice tourists and business travellers alike, to spend time in Abu Dhabi with a wide range of fantastic discount offers and deals.

All are accessible with the Etihad Airways Boarding Pass, using the tagline “the pass to the magic”. Visitors flying into Abu Dhabi on Etihad simply present their Etihad boarding card at participating outlets to redeem the offers within seven days of arriving in Abu Dhabi.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Etihad plays a hugely important role in bringing visitors to Abu Dhabi, and essential abu dhabi will give extra momentum to our efforts to promote the capital as one of the world’s best destinations.

“We have had a fantastic response from Abu Dhabi’s hotels and attractions, and are excited to be working in tandem with people who are as passionate about promoting our home base as we are.

“We will be promoting essential Abu Dhabi in all of our overseas destinations, as well as online and in-flight, and refreshing the program’s special offers regularly so that frequent visitors will always have something new to look forward to.”

A dedicated website,, launches, backed with brochures on board all Etihad aircraft featuring the exclusive offers. The program will be also supported with an international marketing campaign co-funded by all the partners; as well as being promoted through all partner outlets and sales channels.

In addition, a new Etihad Airbus A330 aircraft will be painted in a striking “Visit Abu Dhabi in 2011” livery, which will carry the message to many international destinations around the world.

The campaign is being supported by the Abu Dhabi Tourism Authority as a major partner and demonstrates the commitment of the entire local tourism industry to work effectively together to promote Abu Dhabi as a major global destination.

As well as appealing to visitors planning a trip to the UAE, the programme is also targeting the millions of passengers transiting through the Abu Dhabi hub, to entice them to stopover in the city for a few nights. Free stopover room nights will be made available to such passengers in the near future.

Offers will be updated every two to three months, and the number of participating outlets is expected to grow from the initial 36 to over 100 by the end of the year. Anyone considering visiting the UAE will want to make an essential read before they travel.

Source = Etihad Airways
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