Travel Retail and Duty Free Business Intelligence    Wednesday 01 October 2014

NEWS

Etihad Airways launches new duty free magazine

Published: 30/11/11

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

Boutique, the new duty free magazine from Etihad Airways
UAE. Etihad Airways this month launched a new inflight duty free magazine, Boutique, which features what it describes as “a fresh, unique look and an engaging editorial style”.

Features in the magazine include the latest fashion trends and gift ideas, as well as an interview with renowned couture designer Elie Saab. Etihad Airways claims to be the first – and currently the only – airline in the world to offer Elie Saab’s Le Parfum onboard.

Fragrances, beauty products, jewellery, gadgets, children’s toys and Etihad Airways-branded merchandise, including aircraft models and Manchester City Football Club gear, are available for purchase.

The magazine features popular locally-made products, many of which are produced exclusively for Etihad Airways under the ‘Made in UAE’ label.

Additionally, the airline has created a new watch supplement, called Timepieces, to highlight its selection of watches for men and women.

Products are offered at “competitive prices”, Etihad said, and Etihad Guest members will earn air miles for every purchase made onboard.

Etihad Airways Vice President Guest Experience Lee Shave said: “We wanted to create a magazine that would have the visual appeal to intrigue our guests to pick it up and rich content to keep them reading.

“Also important in our design process was the feedback of our guests. For example, watches sell exceptionally well, particularly on our routes throughout the GCC, so by creating a supplement dedicated entirely to this product category, we have delivered something that more directly suits the particular needs and interests of Etihad Airways’ guests.”

The first issue of Boutique also includes an opportunity for guests to win a holiday to the Maldives, one of Etihad Airways’ newest routes, when they spend AED 500 or more onboard. The draw will see four guests win two Pearl Business Class return tickets to Malé, the capital of the Maldives, with four nights’ accommodation in a two-person Villa Suite at either Soneva Gili or Laamu by Six Senses. (Visit www.etihad.com/dutyfree for more information.)

Guests are encouraged to view Boutique in advance of their journey and pre-order items by sending an email request to dutyfree@etihad.ae (minimum 72 hours notice). The airline’s cabin crew will deliver pre-ordered items to guests after boarding.

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