Etihad Cargo, the freight division of the Abu Dhabi-based airline, has unveiled a new global advertising campaign, its first since rebranding from Etihad Crystal Cargo to Etihad Cargo more than one year ago.
With the brand line "The world is our business. Let us take care of yours," Etihad Cargo will run the major new brand campaign across 24 countries, supported by print and digital media advertising.
The new campaign was created by M&C Saatchi, Etihad Airways' global creative agency, and includes four concepts - the brand line, a profile of the freight forwarder, a description of the goods that require transporting, and Etihad Cargo's route proposition.
The campaign will run until year's end in the cargo trade press and online across the globe.
The cargo division said in a statement that the campaign celebrates Etihad Cargo's key customers - freight forwarders - and reinforces the way in which the airline aligns its network, fleet, and service portfolio to support seamless transportation of customer goods across the globe.
David Kerr, Etihad Airways vice president Cargo, said: "The new Etihad Cargo campaign has its DNA in the Etihad Airways' global brand campaign which launched back in February, and how that essence extends into cargo.
"The personal service, our growing network, significant bellyhold and maindeck capacity, an expanded product portfolio - this is about demonstrating that Etihad Cargo has the flexibility and capability to meet and exceed customer needs, whilst demonstrating that we are a global player."
Last month, said it will add capacity on five routes this month as well as launching new destinations.
From June, Etihad Cargo's freighter fleet of nine aircraft will operate additional frequencies from Abu Dhabi to Benghazi, Dhaka, Frankfurt, Guangzhou and Khartoum.
A new weekly route to the Saudi capital, Riyadh, will also start in June, complementing the existing weekly service to Dammam, the carrier said.
It added that a new weekly freighter routing will also start to Vienna next week, while a twice weekly freighter operation to Singapore and Sydney will be added.
This brings the total worldwide Etihad Cargo network to 89 destinations, eight of which are freighter only (Benghazi, Eldoret, Guangzhou, Hong Kong, Houston, Kabul, Sharjah, Vienna).