Etihad Airway’s recent communication achieves cut-through among UAE residents
February 6th, 2020, Imran Ahmed

Etihad Airway’s recent communication achieves cut-through among UAE residents

UAE’s national airline has achieved the highest uplift in Ad Awareness in January

YouGov BrandIndex data shows that Etihad Airways has achieved the greatest increase in Ad Awareness amongst brands tracked in the UAE in January 2020.

The rise coincides with a busy communications month for Etihad Airways. In January alone, the brand released a new digital advert titled “Explore The World on Your Own Terms” supporting the wider “Go Your Own Way” campaign and “Choose Well” brand platform. In addition the airline operated its first eco-flight and released material showcasing the livery painting to distinguish the plane as “The Greenliner”. There was also the announcement of the partnership with easyJet and lastly, the new mega venue on Yas Island was officially renamed as Etihad Arena.

YouGov BrandIndex data reveals the Ad Awareness score (the metric that tracks whether someone has seen or heard an advertisement by a company in the past two weeks) for Etihad Airways has improved by +7.7 percentage points throughout January, ending the month with a final score of 40.


UAE residents are not only noticing Etihad Airways ads, the brand has also seen a significant uplift in its Word of Mouth score (whether you have talked about a brand with friends or family) in January, compared to December.

BrandIndex data also shows that Consideration scores for Etihad Airways had an uplift during January, indicating that the campaigns have not only increased Ad Awareness, but also Consideration for the brand.

The perceptions of Etihad Airways will continue to be tracked in BrandIndex over the coming months, and we will get a better idea of how successful the current campaigns have been in terms of converting considerers in to customers.