Etihad Cargo, the cargo and logistics arm of Etihad Airways and one of the world’s leading air freight carriers, partnered with The Loadstar to strengthen its brand presence among global logistics decision-makers. With a clear objective to maintain visibility while communicating a range of commercial and service messages, Etihad Cargo leveraged The Loadstar’s trusted media platforms to reach a highly engaged, industry-specific audience at scale.

As the leading independent news source for logistics, freight forwarding, and air cargo professionals worldwide, The Loadstar provided Etihad Cargo with a powerful environment to deliver consistent, high-impact brand messaging to the people shaping global supply chains.

Etihad Cargo’s 2025 campaign focused on two core elements of The Loadstar’s marketing suite, with an added emphasis on creative flexibility to keep messaging fresh and relevant:

🎯 High-Impact Website Advertising
Etihad Cargo utilised premium Top Banner placements across The Loadstar website, ensuring prominent visibility alongside trusted editorial content. Throughout the campaign, Etihad Cargo regularly refreshed its creative artwork, allowing different service offerings, routes, and strategic messages to be showcased over time.

Across the year, these banners generated an impressive 4,093,325 impressions, delivering a 0.36% click-through rate—a strong performance for brand-focused advertising within a specialised B2B media environment.

📩 Daily Newsletter Advertising
To further extend reach and frequency, Etihad Cargo also advertised within The Loadstar’s daily email newsletter. Featuring updated creative and messaging aligned with its wider campaign objectives, the ads were delivered directly to inboxes of senior logistics professionals worldwide. The newsletter achieved a 34% open rate, providing Etihad Cargo with consistent exposure in one of the most engaged daily audiences in the industry.

Together, these channels enabled Etihad Cargo to maintain sustained brand visibility while dynamically communicating multiple messages across the year. By aligning refreshed creative with The Loadstar’s authoritative journalism and highly engaged readership, Etihad Cargo ensured its brand remained both visible and relevant throughout 2025.

This campaign highlights the effectiveness of combining scale, trusted media, and creative agility. Through The Loadstar’s digital platforms, Etihad Cargo successfully reached millions of industry professionals while reinforcing its position as a leading global air cargo carrier.

Why It Worked

• Creative Flexibility: Regular artwork updates allowed Etihad Cargo to showcase different messages without losing consistency.
• Mass Reach, Targeted Audience: Over four million impressions delivered directly to air cargo and logistics decision-makers.
• High Engagement Channels: Strong CTR and a 34% newsletter open rate ensured meaningful exposure in trusted environments.

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