Buying in Balk


  • Share via facebook
  • Tweet this
  • Bookmark and Share
Etihad Airways CEO James Hogan has played a key role in the UAE carrier's deal with the Serbian national airline.

Etihad Airways CEO James Hogan has played a key role in the UAE carrier's deal with the Serbian national airline.

Halfway through his speech to announce Etihad Airways’ plan to acquire 49 percent of Serbian carrier JAT Airways, the Abu Dhabi airline’s CEO James Hogan points to a pretty, dark haired young woman sitting in the front row.

Standing up to face international media, she is revealed as Tamara Maksimovic, a 25-year old graphic design student from the little known city of Novi Sad.

As she is blinded in a storm of camera flashes, Hogan reveals that at the end of her course, Maksimovic was required to develop a portfolio of branding designs for an organisation of her choice.

Maksimovic opted to reinvigorate the tired branding of JAT Airways. When her work was discovered on a graphic design website, she was chosen to lead the rebranding of the carrier as Air Serbia. “This is very exciting,” she says, modestly, as Hogan and Serbian deputy prime minister Aleksandar Vucic unveil her designs to the world.

Just as Etihad’s team plucked Maksimovic from obscurity, Abu Dhabi Crown Prince Sheikh Mohammed Bin Zayed Bin Sultan Al Nahyan has taken the Balkan country to heart. Etihad’s acquisition and plan to transform Air Serbia into a profitable carrier within one year will be just the first of many multi-million dollar deals signed between the UAE and Serbia.

Speaking after the deal was signed, Vucic reveals the idea for the Etihad tie-up was first mooted on 10 January when he hosted Sheikh Mohammed at his Belgrade home. “I was honoured to have His Highness at my home… Only five months passed and we had a deal,” he recalls.

“My friend Sheikh Mohammed, whose vision and desire it is that Serbia is stronger and more successful… His idea helped us to implement this important project… The wings of Serbia will take off soon.”

Article continued on next page

Related:
Companies
Join the Discussion

Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.

Please post responsibly. Commenter Rules

  • No comments yet, be the first!

Enter the words above: Enter the numbers you hear:

All comments are subject to approval before appearing

Further reading

Features & Analysis
Crowded skies in the Middle East

Crowded skies in the Middle East

Aviation experts give their suggestions on how to solve the Middle...

Cracking the code

Cracking the code

Strategic codeshare agreements are a win-win situation for gulf...

Stronger together? Reviewing Emirates' historic partnership with Qantas

Stronger together? Reviewing Emirates' historic partnership with Qantas

One year after the “historic” Emirates-Qantas partnership deal...

1
Most Discussed
  • 10
    UAE teens among the highest for obesity rates

    Everyone in UAE knows that biggest is best.

    UAE may not light up the international league tables in standard of living, education standards, press... more

    Friday, 29 August 2014 4:20 PM - Proud UAEer
  • 9
    Saudi Arabia seeks talks on hiring of Sri Lankan maids

    perhaps the unemployed saudi men or the millions of women who are not allowed to work could pick up a broom and start sweeping their own houses. more

    Sunday, 31 August 2014 3:28 PM - nice
  • 9
    Smoke-free Dubai - the big debate

    Surprisingly the only studies that show a negative financial impact of the smoking ban on the hospitality industry are sponsored by tobacco companies ... more

    Wednesday, 27 August 2014 4:19 PM - Telcoguy
  • 24
    World's most pierced man refused entry to the UAE

    Tolerance has its limits everywhere including Dubai and those who considered Dubai a lawless circus were held accountable...so thank you Dubai authorities... more

    Thursday, 21 August 2014 10:51 PM - Khalil
  • 23
    Baby NOT on board?

    Some of you cry babies need to get your own personal apartments on the plane ! You cry more then the babies I have seen in my travels. LOL more

    Thursday, 28 August 2014 9:10 AM - Jim
  • 21
    Israel “must be punished” over Gaza, says Dubai police chief

    This high moral ground that Mick is talking abt sound very familiar. May I remind Mick that the US & its British ally alone killed over 1 million innocent... more

    Thursday, 7 August 2014 4:12 PM - Mathew