When a Global Brand Lands, Local Insight Leads

Working with Etihad Airways on their first-ever entry into Cambodia was more than a milestone TWPR, it was a defining moment for us as a leading brand and communications agency. We understand launching in a new market is never simply about turning on operations. It is about reading the culture, respecting the protocol, understanding the people, and shaping perception with precision.
For a global brand like Etihad Airways, success in Cambodia depended not only on the message itself, but on how it was delivered, where it was experienced, and who championed it.
TWPR crafted a powerful, insight-led market launch and worked hand-in-hand with Etihad to bring it to life with precision and impact.

Global ambition needs local understanding to take off.

Serving as Etihad Airways’ on-ground partner, TWPR Communications shaped the brand’s Cambodia debut with a locally attuned approach aligning global excellence with Cambodian expectations, cultural nuance, and relationship-first engagement.
We ensured the introduction felt authentic, and grounded in the way local Cambodians truly build trust.
And honestly, that’s where our strength shines.

Campaign Objectives

• Establish Etihad Airways as Cambodia’s long-term, seamless aviation partner for traveling to Europe and beyond.
• Build national awareness through public engagement.
• Strengthen confidence and relationship among government and aviation stakeholders, while fostering trusted relationships with media and key opinion leaders.
• Ensure consistent messaging across all touchpoints.

Strategic Brand Communications Approach (5 Ps)

1. Purpose – We push the brand to build trust through public presence, cultural respect, and meaningful local engagement.
2. People – Connect Etihad Airways with key government, aviation, media, and industry stakeholders.
3. Presence – Ensure on-ground visibility through mall activation, brand public introductions, and local involvement.
4. Positioning – Craft messages tailored to Cambodian expectations, culture, and trust drivers
5. Public Visibility – Drive credible exposure through targeted media, strategic partners, and informed communication.

Public Engagement: Mall Activation / Chipmong Mega Mall 271

Delivered a high-impact mall activation that brought Etihad Airways and Abu Dhabi to Cambodians, sparking curiosity, educating travelers, and creating an instant emotional connection
Brand–Customer Engagement Volume: 500+
100% Client Satisfaction

First Touch Down: Inaugural Flight Ceremony / Techo International Airport

Hosted a landmark inaugural flight ceremony at Techo International Airport, showcasing Etihad’s arrival and cementing their first presence in Cambodia.
Number of Attendees: 150+
100% Client Satisfaction

High-Level Networking: Gala Dinner / SORA Skybar

A high-level gala at Sora Skybar uniting key stakeholders including top state governments, key industry leaders and important stakeholders, strengthening strategic alliances, and elevating Etihad’s presence through premium networking.
Number of Attendees: 200+
100% Client Satisfaction

Media & Public Relations

Delivered strategic pitching and secured meaningful earned media, from exclusive interviews to an immersive Abu Dhabi media fam trip and Etihad’s CSR mission in Kampong Chhnang.

Media participated in the gala, witnessed the inaugural touchdown, and documented stories rooted in humanity, exploration, and the collective pride of welcoming Etihad Airways to Cambodia.

Total Media Value Earned: 30,750 USD
Total Media Outlets: 13
Total Coverage: 47 Clippings
100% Positive Public Sentiment

KOLs & Content Creators’s Engagement

Activated top creators through curated touchpoints, mall activation, gala dinner, and Abu Dhabi fam trip, selecting the right faces and voices for impactful, culture-driven storytelling
Total Impressions reach: 2M+
100% Positive Public Sentiment

Skills

Public Relations
Media Strategic
Digital Marketing
Activation

Industry

Real Estate