MullenLowe Open and Etihad Airways Create ‘Travel for Good’ Ramadan Campaign

12 November 2018

The currency of airline loyalty programs is miles and for many who don’t fly frequently, they don’t build into meaningful amounts, but rather sit unused while creating liabilities on the balance sheets of airlines.

MullenLowe Open’s work with Etihad Airways sought to engage customers by letting them use their unused miles to buy meals for people impacted by the famine in Somalia. The campaign ultimately increased engagement by 400% and translated miles to meals — feeding more than 30,000 people!