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CASE STUDIES
Ethiopia Airlines

Ethiopia Airlines

 
The Brief

To promote Ethiopia as a culturally diverse country, rich in ancient heritage, beautiful and captivating landscapes and as a new forward facing country. Celebrating Ethiopia Millennium and Ethiopian Airlines as the national carrier – Africa’s World Class airline

Key Message

To change viewers perceptions of the country with an ad that reflects the energy and dynamism of Ethiopia making it appear a captivating, enticing and different country to visit.

Target Audience

Frequent Flyers and BDMs

The Solution

The commercial was devised to showcase the wealth of beautiful sights and activities on offer to visitors to Ethiopia, as it continues to celebrate its entry into its new Millennium – (Ethiopia uses a different calendar to the rest of the world). The commercials also feature the energy and vibrancy of modern Ethiopia, as well as footage of Ethiopian Airlines’ fleet and cabin crew.

The commercial succeeded in bringing a fresh new creative approach to promoting the country and the airline.

Client Comment

Guenet Berhe, director of advertising and promotions, Ethiopian Airlines, says, “Ethiopian Airlines wanted to illustrate the diverse attractions of Ethiopia to an international audience, who perhaps may have been more familiar with less positive visual images of our beautiful country. We hope BBC World’s audience will now look at Ethiopia with fresh eyes.”

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