Ethara: Making Moments That Matter

Ethara & Acorn Strategy

The merger of Abu Dhabi Motorsports Management and Flash Entertainment to form Ethara was an inspiring moment of change. Acorn Strategy, having played a central role in shaping Ethara’s brand identity, developed an innovative internal communications campaign that united two distinct cultures under one bold vision. Through engaging and interactive initiatives like town halls, digital platforms, and CEO-led discussions, employees were empowered to embrace Ethara’s core values of bravery, creativity, and agility. The “Making Moments That Matter” campaign became the driving force behind fostering a unified culture, enhancing collaboration, and boosting morale. By aligning employees with the new brand and mission, the campaign exceeded its objectives, with 88% of employees reporting alignment with Ethara’s values, a 22% increase in cross-departmental collaboration, and a 12% reduction in turnover. The campaign not only strengthened internal cohesion but also positioned Ethara as a leader in the competitive events industry.