distribution & partnership a formidable strategy

Distribution & Partnership: A Formidable Strategy

October – A4U Expo London

Introductions

Rachael Spowart – Affiliate Manager, LBi

Muneer Al Busaidi – Manager Digital Marketing, Etihad Airways

Agenda

Objectives

Etihad Airways & LBi Case Study

Strategy Distribution & Challenges

Summary & Questions

Results & Recommendations

Objectives

WHO IS ETIHAD AIRWAYS?

Emirates PalaceAbu Dhabi now

Abu Dhabi, The Capital of UAE

The Mezoon Grille, Diamond First Class

Personal Food & Beverage Manager

Diamond First Class

Suite

Pearl Business Class

Flatbed

Manchester City, UK Harlequins, UK

Formula 1TM Etihad Airways

Abu Dhabi Grand Prix

Etihad Stadium

Melbourne, Australia

ETIHAD’S OBJECTIVES

Result: Core Objectives

Pushing Premium

Brand ImpactNetwork

Destination Abu Dhabi Product

WHERE DO LBI FIT?

Revenue Growth

LBi Local Offices

Cross Digital Resource

Affiliate Marketing Experience

Strategy Alignment

Running at the Same Pace

Innovation

WHAT DOES THIS MEAN FOR ETIHAD?

Result: Core Objectives

Global Growth Blended Strategy Brand Impact

• Quick Fixes

• Right Network for You

• Priority Markets: Why?

• Unique Strategies

• The importance of Affiliates

• Align with Etihad’s Goals

• Integration with other channels

• Sharing Data

• Affiliate Day

• Communication Techniques

• Network Utilisation

Etihad Airways & LBi Case Study

GLOBAL GROWTH

Back to Basics

Where? Why? How?

Local Networks are KeyFinding the right Partners

A World of New Opportunities

Global Growth: How Are We Achieving This?

Global Growth

Global Growth

How do we get here?• Market Research• New Network/s• Dedicated Recruitment

• Events• Brand Awareness• Direct Partners & Route Offerings

Global Growth

Nov 2012

Nov 2012

Dec 2013

Jan 2013 Jun 2013

Feb 2013

Global Growth: Key Challenges

BLENDED STRATEGY

Blended Strategy: How Did We Achieve This?

Man on the

Ground

Relationships + Trust

Planning and Cross Channel Strategy

Success!

BRAND IMPACT

Campaign Strategy

Affiliate Day

Communication

Approvals

Affiliate Recruitment

Affiliate Survey

Brand Impact: Examples

Results

Successful

Distribution and executio

n of cross digital

strategy

Increased investment

from Etihad

Airways

Low CoS for

Affiliates – Average of

>2%

Positive ROI for Etihad

Airways

Results: Facts and Figures

Affiliate YOY

Revenue Growth of 35%

Direct Partner

Growth of TBC%

Improved Relationshi

ps with affiliates/networks/di

rect partners

2012 Digital

Growth of 40%

YOY

Results: Facts and Figures

Summary & Questions

5 things to remember

It’s not just your Global Strategy, it’s ours too!

Cross Digital Approach

Unique Strategies All Round by Territory

Communication = Results

Optimise and Refine

Questions?

Rachael Spowart

Rachael.Spowart@LBi.com

Skype: bigmouth.rachael.spowart

Muneer Al Busaidi

MAlBusaidi@etihad.ae