Ethiopian Airlines, Africa’s largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.
This partnership marks a new chapter in Ethiopian Airlines’ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences.
Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.
“These are the stories that define us,” said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. “Our planes may carry passengers across continents, but it’s our people who carry their hopes and dreams. That spirit of care defines who we are – from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there’s a growing world of opportunity for both business and leisure. We’re investing in our fleet and our people to meet that demand – and we can’t wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.”
Ethiopian Airlines has been awarded “Best Airline in Africa” by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.
Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.
“Ethiopia is a country that many in Asia don’t know much about, but it’s unforgettable once you do,” said Oliver Ellerton, Founder of Ellerton & Co. “It’s the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I’ve had injera in Yemen, the U.S., London, and Ethiopia itself, it’s always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.”
With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.
Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.
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