Etihad launches ‘Boutique’ magazine
Dubai, November 24, 2011
Etihad Airways has launched ‘Boutique’, a new in-flight magazine, which has a fresh, unique look and engaging editorial style featuring the latest fashion trends and gift ideas, as well as an interview with world-renowned couture designer, Elie Saab.
Etihad Airways is the first – and currently the only – airline in the world to offer his fragrance, Le Parfum, onboard its flight, a statement from the company said.
Fragrances, beauty products, jewellery, gadgets, toys for children and Etihad Airways-branded merchandise, including aircraft models and Manchester City Football Club gear, are available for purchase.
The magazine offers local-made and highly-popular products, many of which are produced exclusively for Etihad Airways under the “Made in UAE” label, the statement said.
Additionally, the airline has created a new watch supplement, called Timepieces, to highlight its selection of watches for men and women.
Products are offered at competitive prices and Etihad guest members will earn miles for every purchase made onboard, it said.
Lee Shave, Etihad Airways’ vice president, guest experience, said: “We wanted to create a magazine that would have the visual appeal to intrigue our guests to pick it up and rich content to keep them reading.”
“Also important in our design process was the feedback of our guests. For example, watches sell exceptionally well, particularly on our routes throughout the GCC, so by creating a supplement dedicated entirely to this product category, we have delivered something that more directly suits the particular needs and interests of Etihad Airways’ guests,” he said.
The first issue of Boutique also includes an opportunity for guests to win a getaway holiday to the Maldives, one of the airline’s newest routes, when they spend Dh500 ($136.15) or more onboard.
The draw will see four lucky guests win two pearl business class return tickets to Malé, the capital of the Maldives, with four nights’ accommodation in a two-person villa suite at either Soneva Gili or Laamu by Six Senses, the statement said.
Passengers can pre-order items by sending an email request to the duty free site and the airline’s cabin crew will deliver pre-ordered items after boarding, it said. – TradeArabia News Service
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