ETIHAD AIRWAYS LAUNCHES NEW GLOBAL ADVERTISINGCAMPAIGN
Etihad Airways, the National Airline of the United Arab Emirates, has launched a new globalbrand advertising campaign, which starts on 3 March 2013 when its new television commercial(TVC) is aired.With the theme “The World Is Our Home, You Are Our Guest”, the airline’s first major campaignin three years will be supported regional and international TV, print, outdoor, and digital mediaadvertising.The campaign reinforces the airline’s ‘guest’ proposition and explains howEtihad Airwaysdrawsinspiration from around the world to provide industry-leading ‘signature moments’ on the groundand in the air.Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “This is our first brandadvertising in many years. Having focused on product innovation and service excellence, thetime is now right to make a bold and confident brand statement to the world.“This is not a rebranding exercise, but a continuation of our brand story drawing from the valuesof our home in Abu Dhabi and our inspiration from around the world.”The concept for the TVC, which is central to the campaign, was created by Etihad Airways’international advertising agency, M&C Saatchi, and was produced by Rogue Films in London.David Edwards directed the TVC which was filmed in Abu Dhabi,Bangkok, Prague and Sydneybetween mid-December 2012 and mid-January 2013.The split screen technique used in the TVC juxtaposes the airline’s award-winning onboardservice with lifestyle scenes from international destinations, fine dining restaurants and five star
hotels around the world. This illustrates how the airline has established itself as a world leader in the provision of hospitality services by benchmarking itself against best-in-class hospitalityestablishments rather than other airlines.The TVC uses high production values and a soundtrack of Bobby Darin’s 1967 classic,“Beautiful Things” to create a visually stunning TVC that brings to life the flair, glamour andinspiration of Etihad Airways and its home of Abu Dhabi.It also highlights the airline’s dedication to sourcing the best products and ingredients fromaround the world to provide ‘signature’ and ‘outstanding as standard’ service to all its guests.Tom Dery, M&C Saatchi’s Worldwide Chairman, said: “This particular commercial really reflectsthe confidence and enthusiasm that the Etihad Airways management team has in their airline.The commercial takes the image of Etihad Airways to a new level and highlights the wonderfulproduct they have.”The TVC will be released in the UAE on 3 March 2013 and then across the world on 4 March2013. It will be aired on TV networks in Australia, China, Germany,India, Japan, UK, USA, UAEand Nigeria.
: (Both Etihad Airways) Peter Baumgartner, Chief Commercial Officer (left) andHareb Al Muhairy, Vice President Commercial UAE (right) at the launch of the new Etihad Airways global media campaign.