MPG Lands Multi-Million Pound Airline Account
Media Planning Group has secured the media planning and buying account for the launch of Etihad Airways, the new airline targeting Middle East business travellers from United Arab Emirates.
The account, reportedly worth around £11 million during 2004, will see Media Planning Group develop a range of media plans for both UK and pan-regional media. Initial activity will focus on national press advertising.
Etihad’s approach to an already bustling airline industry includes several unique selling points, such as abolishing traditional seating classed and opting instead for diamond, pearl and coral categorisations. The company also claims that travellers are not passengers, but guests and should therefore receive better treatment.
Commenting on the win, Marc Mendoza, chief executive of the Media Planning Group, said: “The Etihad proposition is founded on deep business consumer understanding and we are working closely with them to develop innovative strategies to reach a well defined target group.”
Richard Bate, communications and product development manager for Etihad, explained that the MPG’s efficiency and knowledgeable approach had secured the bid, stating: “MPG showed a thorough understanding of our market and responded quickly to our needs. Their insightful planning and approach to client service will ensure that they are a good partner for an entrepreneurial project such as Etihad.”
Last month the MPG’s French parent company Havas posted a larger than expected net loss for 2003, blaming the costs of its radical restructure. The company posted net losses of €396 million for the last year, compared to a net profit of €23 million in 2002 (see Havas Posts Larger Than Expected Loss As Costs Mount).
MPG: 0207 393 9000 www.mpg.com
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