Etihad Airways, the national airline of the United Arab Emirates, has unveiled a new global brand advertising campaign, which kicked off on March 3 with the airing of a new television commercial (TVC).
With the theme “The World Is Our Home, You Are Our Guest,” it is the airline’s first major campaign in three years. It will be supported by international and regional TV, print, outdoor, and digital media advertising.
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.
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 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 airline’s award-winning onboard service 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 hospitality establishments 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 and inspiration of Etihad Airways and its home of Abu Dhabi.
It also highlights the airline’s 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 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.”
The TVC was released in the UAE on March 3, 2013 and then across the world on March 4. It will be aired on TV networks in Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria.