THERE are subtle approaches in brand building and there are more dramatic routes.
For Etihad Airways, being the title sponsor of the Formula One Abu Dhabi Grand Prix, things gravitated more to the latter - something that becomes very apparent right from the GP’s opening which saw the airline’s A340-600 Airbus with specially painted F1 motifs doing a flyover at the circuit.
The airline supports the race by working with Yas Marina Circuit to orchestrate the event and provide logistical support.
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| The airline’s A340-600 Airbus with specially painted F1 motifs |
It also supports the F1 Fanzone at the Corniche in Abu Dhabi, with a 16-racer simulator challenge for entertainment.
All this, complements the airline’s major trackside advertising package and podium branding for the race.
Etihad’s chief commercial officer Peter Baumgartner said hospitality touches extended to having uniformed cabin crew throughout the Paddock club guiding and assisting guests.
Meanwhile, at the airline’s premium lounge – the Six Senses Spa – guests get complimentary treatments at the rooftop terrace.
There are three public display stands with interactive entertainment besides the many merchandise on sale.
The influx of visitors travelling to Abu Dhabi, of course, brings a direct economic benefit.
“Over 20,000 people pour into the UAE for the event, representing tens of millions of dollars for the local tourism industry and ensuring that Etihad flights are at capacity around the event,” Baumgartner said.
He added that figures for brand exposure this year were equivalent to that received in 2009 and 2010 and represented a return of 8 to 1 on investment.
For the long haul, he said Etihad had, in September, signed an agreement to extend its title sponsorship until 2015.
“The additional four-year term also allows us to strengthen the Etihad Airways footprint with F1 and leverage the investment in their global platform more strategically.”
He added that the airline would continue to promote the event globally as part of the partnership through various communication channels and marketing programmes.
It will also continue to fly its two F1-branded liveried aircraft to its various destinations.