Etihad builds steampunk ‘Holiday Machine’ activation


Etihad Holidays has launched a new website that’s powered by a smart algorithm, to offer holiday bookers the best packages at the best prices, guaranteed. To promote it, the MullenLowe Open team in Abu Dhabi have built a sci-fi, steampunk style machine that will be at London’s Paddington station on January 22nd and 23rd, 2019.

Commuters will be invited to experience the great destinations Etihad Holidays can take them to, plus see how much they can save if they book with Etihad Holidays. During the activation, Etihad Holidays will be giving away prizes to every single person who comes and interacts with the Holiday Machine – from 5% off their first booking, to free holidays to Abu Dhabi.

This activation is the launch of a fully integrated campaign going live internationally throughout Q1. The campaign will include digital, press, social, content, CRM, sponsorship events, and activation.

Louise Roberts, managing director at MullenLowe Open, Abu Dhabi said: “We are thrilled to be working on such an exciting launch, and look forward to using our challenger thinking and creativity to develop the Etihad Holiday’s brand internationally.”

Ryan Dunlap, head of customer engagement at Etihad said: “We know that customers are looking for clear and cost-effective solutions when booking packages for their holidays. In an effort to embody our new Choose Well brand positioning, we’ve recently launched a new Etihad Holiday platform that now gives customers the opportunity to choose the best holiday packages at the best prices.”

“That’s why we are excited to see the Etihad Holiday Machine campaign going live as the embodiment of the ideals we strive to achieve, helping all of our customers make the right choices for their travel needs with Etihad.”