Etihad Airways has launched a new brand platform: ‘Choose Well’. The new proposition is an invitation for customers to make choices about how they travel and to journey on their own terms.

It is also a validation that Etihad’s customers, partners, guests and employees are at the heart of every good choice it makes. The launch coincides with the airline’s 15the birthday celebrations.

New brand advertising campaign reflects Etihad Airways’ evolution into an ‘airline of choices’ and will be live in key markets from 13 November across print, digital and social channels

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 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.

The new campaign recognises the decision-making power of the consumer and is the perfect complement to the line ‘Abu Dhabi to the World’.