Following on from winning the pitch for the Etihad Airways new global platform - the national airline of the UAE - we launched "Choose Well", which is designed to empower guests to make their own choices and to travel on their terms. The inspiration behind the campaign was taken from the late Sheikh Zayed bin Sultan Al Nahyan, the founder of the UAE, and the choices he made to develop his nation and his people. At Etihad it is about living, loving and journeying in a way that is right for each individual, because after all, we are the choices we make in life. Big and small. With this campaign, we wanted to inspire the world to choose well in all that they do. The business saw substantial improvements ahead of their targets and, at the brand re-launch, YouGov named Etihad ‘Campaign of the month’. Communication drove 32% increase in awareness against the competition and 40% increase in intent to purchase. I was responsible for concepting, script writing, articulation of the brand platform, and writing copy for all the campaign elements.