On March 23, our fleet – which operated over 1,000 flights a week – was immediately grounded, with all passenger flights coming to a halt. While we weren’t flying our passengers, what we did have, was a global following of over 10 million people seeking content and information on our channels. This was an audience that was looking to be engaged, entertained and informed.

We wanted to ensure that our content meets the following objectives:

1. Keep the excitement and passion of travel alive

2. Create content that was relevant to our brand and meaningful to our audience

3. Maintain our loyal followership by providing useful, inspiring and engaging content

4. Create content that put our brand at the forefront for when guests were ready to fly again

The Etihad@Home series reached over 117 million people globally through 13 pieces of content. Viewed over 13 million times and received over 5 million social media interactions. The results from the campaign were a true testament of showing the value of delivering useful content, which customers can continue to enjoy as routes re-open. Most importantly, it gave our consumers a reason to engage and interact with us at a time when travelling was out of the question for many.

Etihad@Home was also featured as a best-in-class Facebook Business Case Study for COVID-19.

But it doesn’t stop there, with 90% positive sentiments from our fans, they were left wanting more. Following the success of Etihad@Home, we launched Etihad Travelscapes in September. As the world starts to fly again, this brand-new series provides an insight into destinations that our guests can travel to and learn new languages that our fans requested.