Given some easing of COVID-19 restrictions around Europe and the UAE, Etihad Airways wanted to build excitement around flying and traveling the world again, with maximum possible reach. They ran a promotion on Twitter for free flights to tap into this anticipation for traveling.
The UEFA European Football Championship, The Euros, was taking place at the same time and was identified as a clever way Etihad Airways could connect with what’s happening and leverage a large audience without being an official sponsor.
Knowing that Twitter is home to a highly engaged and leaned-in audience, Etihad Airways knew it was the place to run this campaign and to take part in the real-time conversations surrounding The Euros. They ran a reach campaign on Twitter and used various targeting tools to target a wide audience with their promotion. They used both Image Ads and Video Ads in this campaign.