Etihad Airways has partnered with IBM to transform the company into the world’s first “cognitive” airline. In doing so, Etihad Airways needed a strategic communications program to inform Etihad leadership and staff, its technology and innovation group, partners, stakeholders and the public of its new capabilities and programs. Cook + Schmid crafted a communications plan including positioning and messaging for each audience. The plan also identified various communications channels. To make audiences aware of the company’s evolution, Cook + Schmid staff developed email templates, newsletter articles and other digital and print collateral, including an article published in Etihad Airways’ in-flight magazine.