ETHIOPIAN

challenge icon

THE CHALLENGE

Ethiopian Airlines aims to grow its business in the Philippines by creating linkages and excitement around Ethiopia. To appeal to the Philippine market, Ethiopian Airlines should be able to present a different side of Africa through Ethiopia.

strategy icon

THE STRATEGY

Focus on the idea of being the destination positioned as the land of first awakenings.

Create excitement on Ethiopia by showcasing its culture through art, architecture, music, food, people, and traditions.

results icon

THE RESULTS

•31 million pesos in media values
•Successful launch of Ethiopian Airlines in its maiden voyage through the ceremonial water salute

BACK TO INDUSTRIES