Etihad Airways, the national airline of the United Arab Emirates, has appointed Lowe Open as its first global direct marketing agency following a competitive pitch.

The UK-based creative agency has been tasked with enhancing direct marketing activities for the Abu Dhabi-based airline. This includes Etihad Guest, the carrier’s frequent flyer programme, with a mandate to support its growing profile as a world-leading airline loyalty scheme.

Lowe Open was selected on a three-year contract with a remit that also includes developing direct marketing creative, as well as providing additional data and analytics services to Etihad Airways, Global Loyalty Company and Etihad Guest, all part of the Etihad Aviation Group. The account will be led from Lowe Open’s offices in Abu Dhabi, supported by operations in the UK and USA.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Customer relationship marketing and loyalty play a central role in Etihad Airways’ global marketing strategy. Throughout 2016, we have a number of exciting initiatives planned for our guests, including members of our award-winning loyalty programme, Etihad Guest.  We look forward to working with Lowe Open to help deliver more enriching customer experiences that we are renowned for.”

Anthony Hopper, Global CEO of Lowe Open, added: “As a forward looking innovative airline, Etihad Airways continues to inspire and relentlessly challenge the conventions of airline travel. As a 21st Century agency, we too are challengers, and our ambition is to reimagine airline loyalty. We are honoured and delighted to be joining Etihad Airways on their remarkable journey.”

Etihad Airways is one of the world’s fastest growing commercial airlines, operating an ever-expanding global network of passenger and cargo flights from its Abu Dhabi hub. Last month, Etihad Airways was named ‘World’s Leading Airline’ at the World Travel Awards for the seventh consecutive year. The airline was also recently recognised as ‘Airline of the Year 2016’ by the prestigious international aviation publication Air Transport World.