Etihad Airways announces global ad campaign with TV spot from M&C Saatchi

Etihad Airways has revealed it will be launching a new global brand advertising campaign, with its new TV ad to debut on Sunday 3 March in the UAE and worldwide on Monday 4 March.

Centred around the theme “The World Is Our Home, You Are Our Guest”, the activity marks the first campaign in three years for the airline and will be supported by regional and international TV, print, outdoor and digital media advertising.

Etihad Airways commissioned M&C Saatchi for the TV ad which was produced by Rogue Films in London and directed by David Edwards. The ad was shot on location in Abu Dhabi, Bangkok, Prague and Sydney between mid-December 2012 and mid-January 2013.

Set to a soundtrack of Bobby Darin’s 1967 hit “Beautiful Things”, the ad aims to capture the flair, glamour and inspiration of Etihad Airways and its home of Abu Dhabi.

“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,” commented Peter Baumgartner, Etihad Airways’ chief commercial officer.

The campaign itself highlights the airline’s ‘guest’ proposition explaining how Etihad Airways draws its inspiration from around the world to provide ‘signature moments’ on the ground and in the air.

Baumgartner continues: “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.”

Speaking of the TV ad, M&C Saatchi’s worldwide chairman, Tom Dery, 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.”

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