Etihad Airways has signed up as the first platinum partner to Louvre Abu Dhabi, which is scheduled to open on Saadiyat Island next month.
Louvre Abu Dhabi will officially open on November 11 as an iconic landmark on the city’s geographical, cultural and tourist landscape.
As a platinum partner, Etihad will work closely with Louvre Abu Dhabi on areas of brand partnership, marketing, social media, public and media relations, events and exhibitions, cultural exchanges, cargo support, inflight programming, and travel trade support.
Etihad Airways’ destination management company, Hala, will also collaborate with the museum on bespoke tour packages in Abu Dhabi.
Saif Saeed Ghobash, director general of the Department of Culture & Tourism – Abu Dhabi, said: “This important partnership comes at an exciting time as we prepare for our grand opening next month.
"Louvre Abu Dhabi and Etihad Airways not only bring people from around the world to Abu Dhabi, but they are both universal in nature. For the museum, this idea of universal is about understanding human connections from the beginning of time until the present through art.”
Louvre Abu Dhabi was born of an intergovernmental agreement between the governments of Abu Dhabi and France in 2007.
The agreement includes the loan of the name of Louvre for 30 years and 6 months, art works from French institutions for 10 years on a decreasing basis as the permanent collection grows, and the programming of temporary exhibitions for 15 years.
Louvre Abu Dhabi has acquired more than 600 artworks to date including individual works, series and collections. Many of these will be exhibited alongside 300 works on loan from 13 leading French institutions.
Peter Baumgartner, Etihad Airways CEO, added: “Louvre Abu Dhabi is a universal institution showcasing the achievements of mankind in art, in culture, in humanity – a beacon welcoming visitors to these shores for generations to come.
“Etihad Airways and Louvre Abu Dhabi are two leading characters in the same story and we share a deep bond. As the national airline of the UAE, flying from Abu Dhabi to the world, we are also a universal connector of people.
"Together with our partners at Louvre Abu Dhabi and the Department of Culture & Tourism – Abu Dhabi, we are committed to bringing guests from across our global network to our home, and to co-creating experiences which will showcase this magnificent museum.”
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