Etihad is to roll out its biggest ever global brand campaign on Sunday.
The airline’s first such initiative for three years, it will comprise TV, print, outdoor and digital elements, with the campaign launching in the UAE before being rolled out across the world from 4 March.
Created by M&C Saatchi, which won the airline’s global advertising account in February last year, the work uses the tagline ‘The world is our home, you are our guest’, with the TVC shot on location in Abu Dhabi, Bangkok, Prague and Sydney.
Peter Baumgartner, Etihad’s 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.”
Launched at a press conference in Abu Dhabi today, the campaign reinforces the airline’s ‘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.
The TVC was produced by Rogue Films and directed by David Edwards over a month-long period between December and January and uses a split screen technique to “juxtapose the airline’s award-winning onboard service with lifestyle scenes, fine dining restaurants and five star hotels around the world”. The soundtrack is provided by Bobby Darin’s Beautiful Things.
Tom Dery, M&C Saatchi’s 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.”
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