Etihad Airways wished to promote their airfares, destinations and packages. The promotion coincided with the Indian festival of Diwali. Etihad wanted to illustrate the scope of their global reach, both online and in print, in a way that reflected the brand’s dynamic reputation as one of the world’s leading premium airlines.
With our team of experienced lifestyle journalists, we utilised our knowledge of our audience and created engaging, tailored content, which acknowledged the airline’s key Indian market for Diwali. The content was sponsored by the airline’s brand. With a paid circulation in print of more than 108,000 and more than 7 million PageViews each month, including 650k unique visitors, we used our digital and print platforms to target the key 25-34 age group, who account for 43% of our online readership. Our exclusive content highlighted a variety of destinations and experiences, ranging from Diwali celebrations around the world from London and New York to Jakarta and Australia. We also focused on Indian destinations, staycations in Abu Dhabi and high-end fashion for the festival. Each travel article or lifestyle piece was associated with one of the airline’s 120 destinations.
We produced a 6-page, print supplement packaged with the newspaper on October 24. It reached 105,085 Gulf News subscribers and their families. We also created digital versions of the articles, on Gulf News.com. Our engaging campaign effectively targeted the key household purchase decision makers. With 33 per cent of Gulf News.com’s readership coming from the Sub Continent and 58 per cent of those readers working as managers and professionals, we successfully engaged with Etihad’s key Indian audience with a disposable income, who spent on average five minutes viewing the sponsored pages. This success was replicated across our mobile platform, which attracts an audience of 4,225,361.