distribution & partnership a formidable strategy
TRANSCRIPT
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
Skype: bigmouth.rachael.spowart
Muneer Al Busaidi
