World Class Access — Exclusive Invitation
An ultra-premium invitation concept created for Etihad Guest’s top-tier members, designed to deliver access money can’t buy. This ‘Mastery’ execution offered a once-in-a-lifetime opportunity to go behind the scenes of Star Wars as it was being filmed on location in Abu Dhabi. Using personalised data and flying behaviour to drive relevance, the experience transformed loyalty into true privilege, blending cinematic storytelling with a beautifully crafted physical invite to create a moment of genuine exclusivity.
An ultra-premium invitation concept created for Etihad Guest’s top-tier members, designed to deliver access money can’t buy. This ‘Mastery’ execution offered a once-in-a-lifetime opportunity to go behind the scenes of Star Wars as it was being filmed on location in Abu Dhabi. Using personalised data and flying behaviour to drive relevance, the experience transformed loyalty into true privilege, blending cinematic storytelling with a beautifully crafted physical invite to create a moment of genuine exclusivity.
Etihad Guest — Relaunch Direct Mail
A premium direct mail experience designed to command attention from Etihad Guest’s highest-value prospects. Crafted to feel exclusive from the first touch, the pack showcased a curated world of extraordinary rewards — from rare luxury goods to once-in-a-lifetime experiences money can’t buy.
A premium direct mail experience designed to command attention from Etihad Guest’s highest-value prospects. Crafted to feel exclusive from the first touch, the pack showcased a curated world of extraordinary rewards — from rare luxury goods to once-in-a-lifetime experiences money can’t buy.
Bold design, rich materials and striking imagery worked together to create a tactile moment of discovery, while the modular format allowed the content to scale effortlessly across events, lounges and digital eDM. A relaunch that didn’t just inform — it impressed.
Online Pop-Up Shop
A dynamic digital pop-up store designed to evolve with each new theme, offering Etihad Guest members access to a curated mix of merchandise and experiences. From timeless design pieces and bespoke experiences to rare finds, beautifully crafted gifts and couture-level details, every edit felt considered and exclusive. Available to purchase with Guest Miles, the experience blurred digital and physical worlds, with the concept mirrored through live pop-ups in the Abu Dhabi lounge.
Through Another Door
As the ultimate purveyor of remarkable and surprising experiences, Etihad Guest continually offers something beyond expectation. This concept introduced a sense of mystery and aspiration through the idea of another door — an invitation to discover experiences that exist on a whole new level.
Appearing unexpectedly within premium environments such as the Etihad Premier Lounge or select sporting events, the door became a physical symbol of exclusivity and intrigue. What lay behind it was never fully revealed — only hinted at — reinforcing the idea that the most extraordinary experiences are earned, not explained. Designed to feel cinematic, aspirational and quietly powerful, the execution transformed loyalty into legend.
Outstanding as Standard — Charity Donation
A thoughtfully integrated charity initiative designed to make giving feel effortless and meaningful. Each Etihad Guest theme was paired with a featured cause, with this ‘Time’ execution centred on an unexpected, beautifully crafted film highlighting endangered hummingbirds. The story lived across digital and in-flight touchpoints, inviting members to engage emotionally and donate Guest Miles while onboard. The result transformed moments of travel into moments of impact, reinforcing generosity as part of the Etihad Guest experience.
A thoughtfully integrated charity initiative designed to make giving feel effortless and meaningful. Each Etihad Guest theme was paired with a featured cause, with this ‘Time’ execution centred on an unexpected, beautifully crafted film highlighting endangered hummingbirds. The story lived across digital and in-flight touchpoints, inviting members to engage emotionally and donate Guest Miles while onboard. The result transformed moments of travel into moments of impact, reinforcing generosity as part of the Etihad Guest experience.
Curated by Philippe Starck. Experienced by travellers.
An animated digital airport takeover launching Starck as Etihad Guest Curator, inviting travellers to tap in via NFC or explore his world online.
An animated digital airport takeover launching Starck as Etihad Guest Curator, inviting travellers to tap in via NFC or explore his world online.
Location-Triggered Rewards
A location-aware digital pop-up that refreshes constantly, unlocking curated rewards in the moment. Each theme brings together exclusive merchandise and experiences — from rare design pieces to bespoke moments and refined gifts — all available with Guest Miles.
Designed to feel seamless and premium, the experience lives digitally while being mirrored through live pop-up stores in the Abu Dhabi lounge, blending personalised technology with real-world discovery.
Designed to feel seamless and premium, the experience lives digitally while being mirrored through live pop-up stores in the Abu Dhabi lounge, blending personalised technology with real-world discovery.
Signature Moments — 24-Hour Auction
A series of time-limited online auctions introduced urgency and excitement to Etihad Guest, allowing members to bid Guest Miles on experiences with immediate value. From last-minute tables at impossible-to-book restaurants to sold-out concert tickets the very next night, each auction turned spontaneity into reward. The 24-hour mechanic heightened the sense of unpredictability, making access feel rare, thrilling and truly of the moment.
PA Incentive Programme – Credit Card Statement Stuffer
A targeted statement stuffer that flipped the audience from executives to the people who book their travel. Using propensity modelling, high-value accounts were identified and Personal Assistants were rewarded with bonus miles for booking Etihad — turning insight into action.
A targeted statement stuffer that flipped the audience from executives to the people who book their travel. Using propensity modelling, high-value accounts were identified and Personal Assistants were rewarded with bonus miles for booking Etihad — turning insight into action.
