The brief

To launch Etihad’s new A350 aircraft and routes, the airline positioned it as one of the most modern, advanced and sustainable aircrafts on the market. Etihad puts guests' travel experiences first, introducing a new series of innovative features enhancing the customer’s journey. 

ITCH was briefed to create a social-first campaign to instantly drive brand awareness and capture attention on social media.

Our approach

We created a suite of assets powered by simple impactful copywriting. 

We aimed to create beautifully shot, high quality assets showing the incredible in-cabin features. Our approach stands out through our focus on the feeling Etihad’s guests have in flight: human, personal and thoughtful. Designed for their peace of mind and a sense of luxury, this informed the campaign strapline: ‘Small Details, Big Experiences’.

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What we do