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.

Objective
As Etihad scaled up its in-house team, Four Communications was given the brief of helping to develop communications strategies and to help the airline develop and deliver world-class communications.

Solution
Following an in-depth review of all communications processes, Four Communications 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, with Issues Centre and Media Centre now operational, 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 profiling of Etihad and its senior executives, and we provide strategic counsel to the Corporate Communications team and to the senior executive group.

Results
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 coverage globally.