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Etihad Airways launches the '48 Hour Challenge'

Posted 25 April 2017 · Add Comment

Etihad Airways has launched the '48 Hour Challenge' as part of its wider stopover campaign promoting Abu Dhabi as a 'holiday within a holiday' for transit travellers and a 'staycation' option for UAE residents wanting a relaxing short-break. The city's many highlights can now be enjoyed through a series of exciting stopover programmes.

To launch the campaign, Etihad Airways recently challenged Ricky Wilson, singer-songwriter, TV personality and frontman of British indie rock band Kaiser Chiefs, to spend 48 hours exploring the best Abu Dhabi has to offer. The video of his attempt is part of a global online promotional campaign and captures the excitement of the challenge visually to share with consumers on social media and across the airline’s communications channels.

“For me a stopover meant sitting in the airport, or visiting duty free, but this is not what a stopover should be,” commented the singer. “It should be flying falcons across the desert, kayaking, visiting water parks….imbibing the culture of the place. Abu Dhabi has taught me that stopovers can be as relaxing as they are exhilarating. There is something incredibly refreshing about pushing yourself, getting out of your comfort zone and fully immersing yourself in a new city. I will never stay in the airport again during a stopover.

“It is an incredible place, with warm, generous and extremely hospitable people. The city perfectly combines a relaxing and chilled out vibe with excitement and adventure. It is a beautiful city with endless things to do in a short space of time.”

Peter Baumgartner, Etihad Airways’ chief executive officer, said: “The launch of Etihad Airways’ comprehensive stopover programme reinforces what we who live in this wonderful city have known for so long – that Abu Dhabi is a cosmopolitan, dynamic and thrilling destination packed with opportunities for all visitors, whether they are looking for adventure, culture, or a relaxing beach break. 

“It is our honour as the national airline of the UAE, based here in Abu Dhabi, to promote and celebrate the emirate’s sophisticated infrastructure, the hospitality of the Emirati people, and its beautiful landscape. It is the perfect stopover destination for those flying through Abu Dhabi and an ideal domestic getaway for those living in the wider UAE.”

The airline will also launch a special competition to promote its stopover programme. From Friday 28 April until the end of 2017, Etihad Airways will be giving away 500 great prizes to members of the public who take up the 48 Hour Challenge and who post their experiences on Instagram using the hashtag #EtihadChallenge. The amazing prizes on offer range from 24-carat gold spa treatments to desert safari trips.


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