Etihad Airways | Re-Imagine Campaign

  • Sandra Valavanides
Global travel provider Etihad Airways was seeking to amplify their reach through the ‘Re-Imagine’ summer sale campaign featuring Nicole Kidman.
With the digital SEO team at P1C, I developed rich content with driven SEO practices to amplify their audience reach. After evolving a rich understanding of their diverse audience, interests, lifestyles and motivations, we created a long-term SEO strategy which shifted the landscape of search engine algorithms.
I collaborated with SEO managers to create shareable, sticky content that embodied the Etihad brand whilst providing a lasting value to consumers. Producing media from travel videos, to interesting ‘where to’ guides, and timeless historic blogs on the culture of Etihad’s top destinations, all created with amplification in mind.
All content was keyword optimised and specialised for consumers and trends. Targeting anything from the avid luxury sight-seeker to the busy business traveler. With optimal efforts, we conducted research on age, gender, location and lifestyle interests to find out more about where our audience hang out ‘online’.
Strategic placement of content online created high authority domain backlinks, which translated into targeted website clicks (3.2% CTR).
These ensured search engine rankings for specific terms such as ‘luxury travel’ attracted more relevant, and engaged traction organically.