ETIHAD Airways, the national airline of the UAE, has launched a new global brand advertising campaign, which started Sunday (March 3) when its new television commercial (TVC) was aired. 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 campaign reinforces the airline's “guest” proposition and explains how Etihad Airways draws inspiration from around the world to provide industry-leading ‘signature moments' on the ground and in the air. 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 TVC, which is central to the campaign, was created by Etihad Airways' international advertising agency, M&C Saatchi, and was produced by Rogue Films in London. David Edwards directed the TVC which was filmed in Abu Dhabi, Bangkok, Prague and Sydney between mid-December 2012 and mid-January 2013. The split screen technique used in the TVC juxtaposes the airline's award-winning onboard service with lifestyle scenes from international destinations, fine dining restaurants and five star hotels around the world. This illustrates how the airline has established itself as a world leader in the provision of hospitality services by benchmarking itself against best-in-class hospitality establishments rather than other airlines. The TVC uses high production values and a soundtrack of Bobby Darin's 1967 classic, “Beautiful Things” to create a visually stunning TVC that brings to life the flair, glamour and inspiration of Etihad Airways and its home of Abu Dhabi. It also highlights the airline's dedication to sourcing the best products and ingredients from around the world to provide ‘signature' and ‘outstanding as standard' service to all its guests. Meanwhile, Etihad Airways has concluded a transaction with Jet Airways to purchase the Indian carrier's three pairs of Heathrow slots for $70 million. The purchase is part of a sale and lease back agreement signed last month. Jet Airways will continue to operate flights to London utilizing these slots. The deal further strengthens the existing commercial relationship, which came into effect in July 2008, making provision for codesharing between the two airlines. — SG
