Etihad set to launch new global ad campaign

Etihad Airways has announced it will launch a new global brand advertising campaign on Sunday.

With the theme "The World Is Our Home, You Are Our Guest", the airline's first major campaign in three years will be supported regional and international TV, print, outdoor, and digital media advertising.

The Abu Dhabi airline said the campaign will explain how Etihad Airways draws inspiration from around the world to provide industry-leading "signature moments" on the ground and in the air.

The commercial will be released in the UAE on March 3 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.

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 TV commercial, which is central to the campaign, was created by M&C Saatchi, and was produced by Rogue Films in London. It was filmed in Abu Dhabi, Bangkok, Prague and Sydney between mid-December and mid-January.

The commercial uses a soundtrack of Bobby Darin's 1967 classic, "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."