Press release

28 February 2013

ETIHAD AIRWAYS LAUNCHES NEW GLOBAL ADVERTISING CAMPAIGN

Etihad Airways, the National Airline of the United Arab Emirates, has launched a new global brand 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 airlines first major campaign in three years will be supported regional and international TV, print, outdoor, and digital media advertising. The campaign reinforces the airlines guest proposition and explains how Etihad Airways draws inspiration from around the world to provide industry-leading signature moments on the ground and in the air. Peter Baumgartner, Etihad Airways Chief Commercial Officer, said: This is our first brand advertising in many years. Having focused on product innovation and service excellence, the time 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 values of 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 Sydney between mid-December 2012 and mid-January 2013. The split screen technique used in the TVC juxtaposes the airlines award-winning onboard service with lifestyle scenes from international destinations, fine dining restaurants and five star

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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 hospitality establishments rather than other airlines. The TVC uses high production values and a soundtrack of Bobby Darins 1967 classic, Beautiful Things to create a visually stunning TVC that brings to life the flair, glamour and inspiration of Etihad Airways and its home of Abu Dhabi. It also highlights the airlines dedication to sourcing the best products and ingredients from around the world to provide signature and outstanding as standard service to all its guests. Tom Dery, M&C Saatchis Worldwide Chairman, said: This particular commercial really reflects the 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 wonderful product they have. The TVC will be released in the UAE on 3 March 2013 and then across the world on 4 March 2013. It will be aired on TV networks in Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria. Photo caption: (Both Etihad Airways) Peter Baumgartner, Chief Commercial Officer (left) and Hareb Al Muhairy, Vice President Commercial UAE (right) at the launch of the new Etihad Airways global media campaign.

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For more information contact: Tom Clarke Etihad Airways Corporate Communications Email: tclarke@etihad.ae Tel: Mob: +971 2 511 1036 +971 50 812 5796

About Etihad Airways Etihad Airways, the national airline of the United Arab Emirates, began operations in 2003, and in 2012 carried 10.3 million passengers. From its hub at Abu Dhabi International Airport, Etihad Airways serves 86 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas, with a fleet of 72 Airbus and Boeing aircraft, and over 90 aircraft on firm order, including 10 Airbus A380s, the worlds largest passenger aircraft. Etihad Airways also holds equity investments in airberlin, Air Seychelles, Virgin Australia and Aer Lingus. For more information, please visit: www.etihad.com.