Midfield Terminal Complex

Ask: To create a strategy for reimagining their end-to-end ground experience at the new Midfield Terminal (MFT) in Abu Dhabi. Issue: Due to open in 2017, MFT will be one of the largest new terminals in the world with 65 gates and an annual throughput of over 30million guests per annum. The challenge was to create a unique story and vision for every brand touch-point throughout the customer journey for all guests. With a large proportion of guests choosing to transfer through AUH, it was critical to make the experiences memorable, engaging and on-brand to meet both Etihad Airways and Abu Dhabi’s 2030 vision of making Abu Dhabi the airport of choice in the Middle East and to create a new benchmark for airport experience. Answer: Co-creation activities with senior management and a large cross section of customers ensured that ideas and solutions were firmly based on a customer-centric approach. Outputs and deliverables to date include the Brand Strategy and ‘workstream’ definitions for Etihad Airways decisions made throughout the project.