Enticing passengers with glamour, charm and luxury
> UAE national airline Etihad Airways launches global rebranding campaign
ETIHAD AIRWAYS recently launched its latest state-ofthe-art TVC, “Flying Reimagined” at an international premiere in Abu Dhabi. Charismatic actress Nicole Kidman features as both the star and narrator in the commercial, which is being displayed across international TV channels and social media in 60 and 30-second formats.
Chief commercial officer Peter Baumgartner explains how “Etihad Airways is constantly pushing boundaries ... to provide a superlative in-flight experience”. With this commercial, Etihad is “re-writing the rule book, reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality”.
STIRRING EMOTION
Communicating glamour, charm and attractive locations that appeal to the heart and soul, the TVC was filmed in carefully selected venues across the globe. These include: the ( soon-to-be-opened) Louvre Abu Dhabi museum designed by celebrated architect Jean Nouvel; Vieux Port in Marseilles, designed by Foster & Partners; Villa Méditerranée, a centre of culture which promotes international dialogue and friendship; and The 17th century baroque hall of the historic Strahov Library in Prague.
SOPHISTICATED LUXURY
The clip also highlights the five-star services and luxurious environs onboard Etihad Airways’ new flagship A380. Featuring Kidman luxuriating in the cabin, savouring sparkling on-board services along with glimpses of Hollywood’s sweetheart relaxing in “The Lobby”, watching TV in the roomy “First Apartment” and the three-room suite called “The Residence by Etihad”, the only private living area in commercial aviation.
CONCEPT AND CORE OBJECTIVES
The campaign concept was created by M&C Saatchi Australia. Defining the core objective of the commercial, directorial duo Anthony Atanasio and Valerie Martinez reiterated their intent “... to deliver an elevated sense of beauty, artistry and enlightenment, giving viewers the sense that Etihad Airways has raised the bar not only in airline travel, but also in the larger realm of human endeavour.”
The TVC was produced by Trent Simpson of Thomas and Thomas, while the soundtrack was conducted by the Sydney Scoring Orchestra, using simple, cinematic score and peppered with Arabic musical elements, all of which complemented the luxurious, breath-taking imagery.
ESSENCE OF ETIHAD
Envisioned as a David facing the Goliaths since 2003, Etihad Airways president and CEO James Hogan ( pix) recently shared insights about the airline’s early days, its travails and progress despite intense competition from well established market leaders with strong infrastructure, resources, brand equity and loyal frequent-flyer customers.
Having had to start from scratch, “from every bit of product, operations and infrastructure” Etihad management had “set a timetable to break even within a decade”. Ultimately “beating that target” and delivering “a net profit for each of the last three years”.
Though a government-owned national airline, Hogan explained that Etihad Airways has always worked in a transparent manner, receiving “equity investment and shareholder loans from international financial institutions”. However, “shareholders believed in our business plan” and “increased their commitment as we developed and invested in our success”. Having delivered “both as a business in our own right and as a catalyst for other business, trade and tourism in Abu Dhabi and UAE”, Etihad Airways is now “not just an airline but a successful aviation group, incorporating handling, maintenance and distribution capabilities”.
Committed stakeholders obviously foresee continued success and greater accomplishments since, for them, the core mantra driving Etihad Airways is “returns”.