Etihad Guest is the Travel and Lifestyle brand for Etihad Airways, with thoughtfulness at its heart.
As Covid hit at the start of 2020 and life itself halted, good news stories were few and far between. This was our opportunity to deliver on our brand purpose by helping to spread joy and champion thoughtfulness, with not only our loyal Guests, but around the world.
Your Special Guest was a member targeted campaign, activated through owned, digital and social channels.
In a true gesture of thoughtfulness, Guests were given the opportunity to nominate someone special in their life. We rewarded each and every one of these nominations and chose the most uplifting ones to be featured on Etihad channels.
The initial response was truly overwhelming with thousands of video nominations rolling in. The most heart-warming nominations received a bespoke gift from Etihad Guest with the request to video the unboxing and post on social, tagging us. These "money can't buy" moments were heroed on our channels, creating engagement and encouraging viewers to discover more thoughtful stories on the campaign microsite.
With over 5,000 nominations received, we quadrupled our original nominations target. Member acquisition increased with 83% of non-members nominators signing up to join Etihad Guest. Our Net Promoter Score rose across all top five markets, alongside a positive increase to the Customer Engagement score, marking a big shift in member awareness and perception of the brand. Social engagement increased by over 20%. Through "Your Special Guest", we took one of the most catastrophic events in the airline's history and found a way to maintain our meaningful role in our members' lives.
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