2012 Winners & Shortlists

Results and Effectiveness

12,000 issues of the magazine were printed and also distributed at the tennis stadium, lounge during matches. There was good exposure of the message and significant increase in Etihad's awareness.

Creative Execution

Use the medium as the message – and ignite the reader’s imagination as to where in the world they could be reading these same pages! Using a specially-designed framed border on consecutive pages, we told an engaging page-turning story that cut through the clutter and drove our message home.

Insights, Strategy and the Idea

To capture the imagination of a leisure title audience in Turkey, and to promote awareness of Etihad’s holiday destinations and premium economy product, we decided that it was time to run something a little more engaging than a traditional single page ad.