Etihad Airways has appointed Lowe Open as its first global direct marketing agency following a competitive pitch.

The UK-based creative agency has been tasked with enhancing direct marketing activities for the Abu Dhabi-based airline. This includes Etihad Guest, the carrier’s frequent flyer programme, with a mandate to support its growing profile as a world-leading airline loyalty scheme.

Lowe Open was selected on a three-year contract with a remit that also includes developing direct marketing creative, as well as providing additional data and analytics services to Etihad Airways, Global Loyalty Company and Etihad Guest, all part of the Etihad Aviation Group. The account will be led from Lowe Open’s offices in Abu Dhabi, supported by operations in the UK and USA.