Case Studies

Etihad helps Russians play out their Dream Journey on Social Media

To spread the word about Etihad’s competitively-priced fares among young audiences across Russia, the Action team took advantage of St. Petersburg’s reputation as the cultural hub of Russia and developed a co-promotional campaign for the airline in partnership with Bushe confectionery shops in St. Petersburg and Cheaptrip travel agency in St. Petersburg and Moscow.


Action Russia engaged target audiences through a fully integrated campaign that centered around a
photo competition challenging people to get creative and capture their Dream Journey in a single photograph that featured a handmade aircraft. All photo entries were posted on social media and the 16 that made it to the shortlist were showcased in a central Bushe café locale. Visitors from all over the city came out to view the finalists and vote for the winning image that would win 2 free tickets from Etihad to anywhere in the world.


To further support the brand behind the initiative, a YouTube video was created for the competition and a bloggers’ breakfast organised to inform Russia’s key travel and lifestyle influencers on the wealth of amazing destinations available at affordable rates through Etihad’s expansive network. A limited edition series of Etihad postcards was also created and laid out in 24 Bushe cafés and Cheaptrip offices.


With more than 590 competition entries, over 750 posts across social media and two articles in leading Russia business quarterly Konditerskie Vedomosti, Action Russia successfully positioned Etihad as a truly modern, global and affordable airline for the next gen Russian traveler.