The Chinese ecommerce site Alibaba has partnered with the UAE’s national airline carrier Etihad Airways to promote its 11.11 Global Shopping Festival. As the name suggests, the ecommerce sales event will take place on the 11th of November. It is a special day of online discounts on Alibaba, similar to Black Friday and Cyber Monday in the West. Over the last few years, it has become one of the biggest dates in the Chinese ecommerce calendar. Its partnership with Etihad Airways means that five aeroplanes will be specially decorated to promote the festival. These aeroplanes will fly to over 40 cities in Etihad Airways’ global network over a five-day period, boosting worldwide awareness of both the event and Alibaba in general.