Etihad Discover New South Wales
Through this campaign, our goal was to entice European travellers seeking a sunny escape to choose Etihad for their vacation in New South Wales.
"Step into the new" encapsulates the tendency of travellers to revisit familiar countries, drawn by a sense of belonging and nostalgia. However, by sticking to the same few destinations, they inadvertently limit themselves to incredible experiences.
How do we then encourage Europeans to break out of their comfort zone?
Cross an unfamiliar border.
Explore new cities.
Immerse in new cultures.
Our solution was to highlight the fresh experiences awaiting in New South Wales and invite travellers to take their first step out of their comfort zone with Etihad.
