The Etihad Abu Dhabi Stopover campaign was previously launched to little fanfare. We proposed a fresh approach to communicating the same proposition. We communicate that a trip shouldn’t always be a straight journey from Point A to B. That sometimes, stopping by is not an interruption. It’s a chance to reconnect with loved ones. A chance to discover a different culture. Or a chance to recharge.
Idea: Stop By Abu Dhabi. Through a 360 campaign, we target 4 travel personas: Solo, Couples, Bleisure and Family.
Digital banners
Tailoring our banners to each travel persona, we highlight the moments travellers get to enjoy if they stop by Abu Dhabi.
facebook carousel
The digital banners can be repurposed as thematic Facebook carousel ads centred around each travel persona. The carousel ads highlight the moments the persona will enjoy in Abu Dhabi.
instagram takeover
We identify travellers within the four different travel personas: Solo, Family, Couple, Bleisure, and invite them to takeover our Instagram account to share their stopover experiences. Each travel persona gets 48 hours to share their Abu Dhabi moments through Stories on our Instagram.
Agency: eg+ Singapore
Creative Director: Christan Sow
Copywriter: Zareth Lim
Digital Art Director: Jeffrey Lim