Etihad creates steampunk ‘holiday machine’


Etihad Holidays is encouraging Londoners to book a break with a “sci-fi, steampunk-style” activation.

The ‘Holiday machine’ experience at Paddington Station in London runs for two days this January (22nd & 23rd) and is designed to promote the brand’s new website, which it says is “powered by a smart algorithm”.

Passers-by are able to step into the ‘holiday machine’ to see where they can travel with Etihad Holidays. Prizes up for grabs include 5% off bookings and free trips to Abu Dhabi.

The activation is being delivered by MullenLowe Open and is part of a campaign that includes digital, press, social, content, CRM and sponsorship activity.

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.”

Source: MullenLowe Open

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