Etihad Airways - Travel for Good

This seasonal campaign for Etihad Airways frequent flyer program, Etihad Guest, won a Gold Effie at the 2018 MENA Effies awards.

Like all loyalty based programs, Etihad Guest has thousands of members with very low miles balances. These balances seem pointless to the members and have no real value in terms of use for flights or rewards. The problem is that these miles add-up to a become a major liability for the airlines books. Etihad asked us to find a way to encourage these infrequent, frequent fliers to burn their miles and help balance the books once again.

By reframing these seemingly pointless miles balances to meals we managed to re-engage the member base that resulted in giving over 30,000 meals to the famine struck communities of Somalia during Ramadan 2017.

This was Etihad Guest’s most successful campaign in history.