Abu Dhabi: Etihad Airways launched its marketing campaign "essential abu dhabi" yesterday to promote the UAE's capital around the world as a tourism and business destination.
Supported by the Abu Dhabi Tourism Authority (ADTA) and marketed with the tagline of "your pass to the magic", the campaign will allow visitors to Abu Dhabi to use their boarding passes to get special rates at hotels, tour operators, restaurants and various cultural and entertainment events within seven days of arriving in the emirate.
The aim of the campaign is to "enhance the city's position on the international stage and help it reach its potential as one of the world's top tourist and MICE destinations," Peter Baumgartner, Chief Operating Officer of Etihad Airways, told reporters yesterday.
Etihad Airways also unveiled an A330 aircraft which will fly to Europe with a new look, carrying the Abu Dhabi logo as part of the promotion of "essential abu dhabi."
"With the unveiling of this new aircraft today, our message to the world is to come and visit us," he said. "We are determined to make 2011 a year of Abu Dhabi.
"We ensure that the tourism authority is fully behind this initiative and we intend to support it with marketing," said Lawrence Franklin, Director of Strategy and Policy at ADTA.
While the campaign aims to increase the number of visitors, there's also an active opportunity to increase the stopover market, which is very significant, he said. "We're talking about several million people a year at least in that market which could easily convert to a first time visitor."
The tourism authority is also working on an international consumer activation campaign and programme whose mechanics will be unveiled in the next few months, Franklin said yesterday.
Hareb Al Muhairi, Vice President of UAE Sales at Etihad Airways, told reporters that this campaign will be the start of a series of partnerships for Etihad with ADTA this year.
source: ttp://gulfnews.com
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