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Profile raising for Etihad Airways


Client Etihad Airways, the national airline of the United Arab Emirates, made its first flight on 5 November 2003. Since then it has added more than 45 new destinations from its hub at Abu Dhabi to become the fastest-growing airline in the history of commercial aviation.

As Etihad scaled up its in-house team, Four was tasked with helping to develop corporate communications and profile management strategies.

Following an in-depth review of all corporate communications processes, Four established a series of new tools and processes to deliver world-class communications. Etihad implemented modules of The Centre, our on-line stakeholder management system, as well as introducing a series of Communications Operating Procedures, developed with the Four team. In addition, our team worked with Etihad on a global profile management campaign, providing strategic counsel to the corporate communications team and senior executives.

Etihad’s profile has jumped by more than 30 per cent over the time in which Four has worked with the airline. It now receives more than 1,000 articles per month, reaching more than 2 billion readers around the world. All of its agencies follow a series of protocols which ensure a consistently high quality of media coverage globally.