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Etihad Airways appoint Lowe Open as global direct marketing agency

Posted 21 January 2016 · Add Comment

Etihad Airways has appointed Lowe Open as its first global direct marketing agency following a competitive pitch.


The UK-based creative agency has been tasked with enhancing direct marketing activities for the Abu Dhabi-based airline. This includes Etihad Guest, the carrier’s frequent flyer programme, with a mandate to support its growing profile as a world-leading airline loyalty scheme.

Lowe Open was selected 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, all part of the Etihad Aviation Group. The account will be led from Lowe Open’s offices in Abu Dhabi, supported by operations in the UK and USA. 

Peter Baumgartner, Etihad Airways’ chief commercial officer, said: “Customer relationship marketing and loyalty play a central role in Etihad Airways’ global marketing strategy. Throughout 2016, we have a number of exciting initiatives planned for our guests, including members of our award-winning loyalty programme, Etihad Guest.  We look forward to working with Lowe Open to help deliver more enriching customer experiences that we are renowned for.” 

Anthony Hopper, Global CEO of Lowe Open, added: “As a forward looking innovative airline, Etihad Airways continues to inspire and relentlessly challenge the conventions of airline travel. 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.”

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