Etihad Airways Launches the '48 Hour Challenge'

Etihad Airways has thrown down the gauntlet to the millions of guests who transit through its Abu Dhabi home, as well as the residents of the UAE, by challenging them to experience a host of ‘once in a lifetime’ activities throughout the emirate in just two days.

The ‘48 Hour Challenge’ is part of Etihad Airways’ wider stopover campaign promoting Abu Dhabi as a ‘holiday within a holiday’ for transit travellers and a ‘staycation’ option for UAE residents wanting a relaxing short-break. The city’s many highlights can now be enjoyed through a series of exciting stopover programmes.


To launch the campaign, Etihad Airways recently challenged Ricky Wilson, singer-songwriter, TV personality and frontman of British indie rock band Kaiser Chiefs, to spend 48 hours exploring the best Abu Dhabi has to offer. The video of his attempt is part of a global online promotional campaign and captures the excitement of the challenge visually to share with consumers on social media and across the airline’s communications channels.

(From second left) Mohammad Al Bulooki, Etihad Airways Executive Vice President Commercial; HE Saif Saeed Ghobash, Director General of the Abu Dhabi Tourism and Culture Authority (TCA); Peter Baumgartner, Etihad Airways Chief Executive Officer, celebrate the launch of the airline’s Abu Dhabi 48 Hour Challenge at Arabian Travel Market (ATM)

“For me a stopover meant sitting in the airport, or visiting duty free, but this is not what a stopover should be,” commented the singer. “It should be flying falcons across the desert, kayaking, visiting water parks….imbibing the culture of the place. Abu Dhabi has taught me that stopovers can be as relaxing as they are exhilarating. There is something incredibly refreshing about pushing yourself, getting out of your comfort zone and fully immersing yourself in a new city. I will never stay in the airport again during a stopover.

“It is an incredible place, with warm, generous and extremely hospitable people. The city perfectly combines a relaxing and chilled out vibe with excitement and adventure. It is a beautiful city with endless things to do in a short space of time.”

The airline will also launch a special competition to promote its stopover programme. From Friday 28 April until the end of 2017, Etihad Airways will be giving away 500 great prizes to members of the public who take up the 48 Hour Challenge and who post their experiences on Instagram using the hashtag #EtihadChallenge. The amazing prizes on offer range from 24-carat gold spa treatments to desert safari trips.

Etihad Airways’ Abu Dhabi stopover options include 2-for-1 deals on hotels and various activities. Guests who book a two-night stay from a choice of over 60 participating hotels in Abu Dhabi will receive the second night free. Business Class guests receive a complimentary night’s stay, while First Class guests receive two free nights. Etihad Airways’ guests flying in The Residence cabin onboard the airline’s flagship Airbus A380s will be treated to two nights at the luxurious Emirates Palace hotel.

Abu Dhabi’s world-famous leisure and business attractions include miles of beautiful white sand beaches, theme parks such as Yas Waterworld and Ferrari World, unforgettable desert safari expeditions, arts and cultural institutions such as Manarat Al Saadiyat and the soon to be opened Louvre museum, exquisite local and international dining, world-class golf, and the Formula 1 Etihad Airways Abu Dhabi Grand Prix and its race track, Yas Marina Circuit.

Ricky Wilson’s 48 Hour Challenge video can be viewed on: https://www.youtube.com/watch?v=lhZgRWOQQrw