Etihad Choose Well Abu-Dhabi based Etihad has unveiled a new brand platform, titled “Choose Well.’ The airline says that this ties into a new customer proposition, which is all about encouraging people to make choices about how they travel and to journey on their own terms. A launch ad produced by BBD Perfect Storm, starts
to talk about choices in a broader sense, e.g, “you can choose your career, choose whether it is here, or there, or both.”
with the phrase “we are our choices.” It then carries on with this theme while shots of an Etihad flight are shown, with phrases such as “choose your seat….choose the aisle, or choose and view” and “choose to switch on or switch off. 40 slides (cue a picture of a man over a laptop) or 40 winks.” The voice-over then goes
Etihad says that the ‘Choose Well’ theme will now form part of the airline’s visual identity deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact. In addition to the video, Etihad says there are radio, print, digital and social
December 2018 • Airline Marketing Monthly 15
