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Four million views of a brand that never went quiet — and kept changing its message without losing its thread.
Etihad Cargo, the freight arm of Etihad Airways, is one of the world's largest air-cargo carriers. Its aim with The Loadstar in 2025 was simple to say and hard to do: stay in front of the people who shape global supply chains, all year, without the message going stale.
The answer was scale plus movement. Etihad Cargo took two of The Loadstar's highest-reach channels and kept the creative fresh throughout — so the same audience saw a brand that was always present but never repeating itself.
Premium top-banner placements ran alongside The Loadstar's editorial, refreshed regularly so different routes, services and messages each took their turn in the spotlight. Across the year the banners drew 4,093,325 impressions at a 0.36% click-through rate — a strong return for brand advertising in a specialist B2B environment.
To add frequency, Etihad Cargo advertised in The Loadstar's daily newsletter — landing in the inboxes of senior logistics professionals every morning, with creative that moved in step with the wider campaign. Its 34% open rate put the brand in front of one of the most engaged daily audiences in the industry.
Together, scale and daily frequency kept Etihad Cargo constantly visible — and the rolling creative meant a year of presence never felt like a year of the same ad.
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