Reprise win at the Performance Marketing Awards.

Reprise have won first place in the Best Travel, Leisure and Lifestyle Campaign category at Wednesday’s Performance Marketing Awards ceremony.

Together with Etihad, our campaign Using Fluid Content to Drive Revenue brought home the gold in a highly competitive category.

Etihad Airways and Abu Dhabi are inseparable. But this famous flag carrier was nowhere to be found when travellers turned to Google to plan their journeys to the UAE’s glittering capital city.

So as the world began to emerge from Covid, Etihad challenged us to right that wrong. Our task was to propel the brand and its website to the top of Google’s results pages whenever prospective customers searched for travel to Abu Dhabi, driving visibility, share of voice, clicks, bookings and revenue.

To achieve that, we created a deep and rich content hub on Etihad’s website, scientifically optimised to be there in all the moments that matter, painstakingly mapped to users’ wants and needs across the consumer journey, and carefully crafted to maximise conversions and revenue.

Since the content went live, organic search visibility – a metric unaffected by search volume fluctuations – has risen by more than 580%. These improvements have delivered a 120% revenue uplift based on pre-Covid data, and a 28% uplift in share of voice.

Thanks to our content, Etihad and Abu Dhabi are now synonymous once again. Congratulations to the team and our clients for this first-class performance.

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