UAE's Etihad Airways has launched a new brand platform - Choose Well - which invites passengers to make choices about how they travel and to journey on their own terms.

The launch is timed to coincide with the airline’s 15th anniversary since its first flight. 

The inspiration behind the new campaign was taken from the Founding Father of the UAE, the late Sheikh Zayed bin Sultan Al Nahyan, and the choices he made to develop his nation and his people, the airline said in a statement.

As part of the campaign, the airline chose to feature a range of individuals including its own staff. One person lending her voice to the power of choices is Shaima Rashed, one of the UAE's first Airbus A380 female pilots.

The new campaign rolls out today in the UAE, Saudi Arabia, the UK and Australia and will include radio, print, TV, digital and social elements.

The refresh sees the inclusion of the ‘Choose Well’ line as part of the airline’s visual identity, deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact.

Robin Kamark, Etihad Airways chief commercial officer, said: “We are a proud advocate of choice and have introduced a range of products that allow our guests to personalise every aspect of their experience. We believe that the power of choice lies with them. Whether that's First, Business or Economy, the power is with the guest to decide what products are right for them. We are an airline of choices and our latest campaign perfectly encapsulates the decisions that our people and guests make every day.”

Recently, new seating options in Economy have been introduced to enhance the product offering and allow for greater personalisation.

Jason Foo, chief executive officer of BBD Perfect Storm, the creative agency Etihad worked with to develop the new brand platform, said: “Research showed that Etihad offering greater choices was a game changer. But this brand platform is about more than just travel. In life, we are all defined by the choices we make. We were incredibly inspired by the choices the late Sheikh Zayed made that not only defined his life, but the development of the UAE. This campaign is about inspiring, celebrating and offering great choices to all.  It’s a rallying call. Those that choose well, live well.” - TradeArabia News Service