1. Etihad Airways launches ’48 Hour Challenge’ to promote stopovers

Etihad Airways launches ’48 Hour Challenge’ to promote stopovers

The ‘48 Hour Challenge’ is part of Etihad Airways’ wider stopover campaign promoting Abu Dhabi as a "holiday within a holiday" for transit travellers and a "staycation" option for UAE residents wanting a relaxing short-break

By: | Published: May 2, 2017 4:47 PM
To launch the campaign, Etihad Airways recently challenged Ricky Wilson, singer-songwriter and frontman of British Indie rock band Kaiser Chiefs, to spend 48 hours exploring Abu Dhabi

Etihad Airways has thrown down the gauntlet to the millions of guests who transit through its Abu Dhabi home, as well as the residents of the UAE, by challenging them to experience a host of activities throughout the emirate in two days. The ‘48 Hour Challenge’ is part of Etihad Airways’ wider stopover campaign promoting Abu Dhabi as a “holiday within a holiday” for transit travellers and a “staycation” option for UAE residents wanting a relaxing short-break. The city’s highlights can now be enjoyed through a series of stopover programmes.

To launch the campaign, Etihad Airways recently challenged Ricky Wilson, singer-songwriter and frontman of British Indie rock band Kaiser Chiefs, to spend 48 hours exploring Abu Dhabi. The video of his attempt is part of a global online promotional campaign. “For me a stopover meant sitting in the airport, or visiting duty free, but this is not what a stopover should be. It should be flying falcons across the desert, kayaking, visiting water parks…imbibing the culture of the place. Abu Dhabi has taught me that stopovers can be as relaxing as they are exhilarating. There is something incredibly refreshing about pushing yourself, getting out of your comfort zone and fully immersing yourself in a new city,” said Wilson.

Peter Baumgartner, CEO, Etihad Airways, said, “The launch of Etihad Airways’ comprehensive stopover programme reinforces what we who live in this wonderful city have known for so long – that Abu Dhabi is a cosmopolitan, dynamic and thrilling destination packed with opportunities for all visitors, whether they are looking for adventure, culture, or a relaxing beach break. It is our honour as the national airline of the UAE, based here in Abu Dhabi, to promote and celebrate the emirate’s sophisticated infrastructure, the hospitality of the Emirati people, and its beautiful landscape. It is the perfect stopover destination for those flying through Abu Dhabi and an ideal domestic getaway for those living in the wider UAE.”

The airline will also launch a special competition to promote its stopover programme. Until the end of 2017, Etihad Airways will be giving away 500 prizes to members of the public who take up the 48 Hour Challenge and who post their experiences on Instagram. Etihad Airways’ Abu Dhabi stopover options include various deals on hotels and activities.

Abu Dhabi’s famous leisure and business attractions include white sand beaches, theme parks such as Yas Waterworld and Ferrari World, desert safari expeditions, arts and cultural institutions such as Manarat Al Saadiyat and the soon to be opened Louvre museum, local and international dining, golf, and the Formula 1 Etihad Airways Abu Dhabi Grand Prix and its race track, Yas Marina Circuit. Abu Dhabi also offers a wide range of shopping offerings.

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