Airlines can go to extreme lengths to publicise new network announcements or route launches. You can guarantee that Sir Richard Branson, Founder and Chairman of Virgin Atlantic Airways will make a wing walk in the arms of a celebrity beauty after any inaugural flight touches down at its destination. Whether it is Pamela Anderson, Natalie Imbruglia, Kate Moss or Sarah Harding, it brings major newspaper coverage to the carrier, building its brand across the world. 
Well, it now appears that Virgin Atlantic Airways may have a new rival for route promotions in the form of Abu Dhabi-based Etihad Airways. In the space of just two days this week the airline used its relationship with corporate partners to plug its recently launched flights to the Maldives and Seychelles not once… not even twice… but three times.
To be fair the airline has been pushing its flights to the luxury destinations as its principal campaign during the World Travel Market in London, but has clearly proved you can’t get enough of a good story as first former footballer Patrick Vieira, then members of the Harlequins Rugby Union team and finally pop princess Dannii Minogue made appearances on its stand at the event, with accompanying press material promoting the two routes.
Etihad Airways inaugurated flights between Abu Dhabi and the Republic of the Maldives of November 1, with its flight receiving a ‘colourful’ welcome in Malé with a traditional water cannon salute and local Bodu beru (big drum) dancers and singers performing on the tarmac. The airline is offering a daily service on the route and reveals that advanced bookings since its launch earlier this year indicate the route is already becoming one of the most popular in the airline’s global network.
This was followed one day later on November 2 by the launch of a four times daily service between Abu Dhabi and Mahé, the capital of the Seychelles. “We look forward to developing strong ties between the UAE and the Maldives and the Seychelles and take our responsibility to bring more people to this part of the world very seriously,” said James Hogan, Chief Executive Officer, Etihad Airways. “They are such highly desirable destinations for our customers, not only from Abu Dhabi but also from Europe.”
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