In 2016, Etihad Airways decided on a marketing plan to support fashion week across 17 cities globally and invited its seven airline partners to be co-sponsors. Air Berlin joined Etihad in hosting the Mercedes-Benz Fashion Week and Alitalia joined in with Milan Fashion Week.
Its other partner, Jet Airways, was invited to come on board as a co-sponsor for Lakmé Fashion Week. “No thanks,” said Jet CEO Naresh Goyal. The anecdote is told by a former Jet executive to illustrate Goyal’s dislike for tagging along with Etihad and his determination to chart an ...
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