Eti­had Air­ways ap­points global di­rect mar­ket­ing agency

Campaign Middle East - - FRONT PAGE -

United Arab Emi­rates na­tional air­line Eti­had Air­ways has ap­pointed Lowe Open as its first global di­rect mar­ket­ing agency fol­low­ing a com­pet­i­tive pitch.

The Lon­don-head­quar­tered cre­ative agency has been tasked with en­hanc­ing di­rect mar­ket­ing ac­tiv­i­ties for the Abu Dhabi-based air­line in­clud­ing Eti­had Guest, the car­rier’s fre­quent flyer pro­gramme.

Lowe Open will be placed on a three-year con­tract with a re­mit that also in­cludes de­vel­op­ing di­rect mar­ket­ing cre­ative, as well as pro­vid­ing ad­di­tional data and an­a­lyt­ics ser­vices to Eti­had Air­ways, Global Loy­alty Com­pany and Eti­had Guest.

The ac­count will be led from Lowe Open’s of­fices in Abu Dhabi, sup­ported by op­er­a­tions in the United King­dom and United States.

An­thony Hop­per, global chief ex­ec­u­tive of Lowe Open, said: “As a 21st Cen­tury agency, we too are chal­lengers, and our am­bi­tion is to reimag­ine air­line loy­alty. We are hon­oured and de­lighted to be join­ing Eti­had Air­ways on their re­mark­able jour­ney.”

Peter Baum­gart­ner, Eti­had Air­ways’ chief com­mer­cial of­fi­cer, added: “Cus­tomer re­la­tion­ship mar­ket­ing and loy­alty play a cen­tral role in Eti­had Air­ways’ global mar­ket­ing strat­egy.

“We look for­ward to work­ing with Lowe Open to help de­liver more en­rich­ing cus­tomer ex­pe­ri­ences.”

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