Etihad launches global TV campaign

Etihad launches global TV campaign
By admin

Etihad is poised to launch a global marketing and brand campaign – its first for three years – in the next stage of lofty ambitions to become the "world's best airline".

The crusade, that will include TV advertising, will kick off in Abu Dhabi on Sunday and across the rest of the world the following day.

Australia will be one of eight international markets to see the TV campaign, which features images from some of Etihad's destinations, Sydney among them, and showcases the airline's product and services. The commercial will also air in China, Germany, India, Japan, UK, US and Nigeria.

The campaign will also cover print, outdoor and digital platforms and will carry the strap line ‘The world is our home, you are our guest'.

Chief commercial officer Peter Baumgartner declined to reveal the cost of the campaign but said the spend was "significant".

Click here to watch the new Etihad commercial.

Until now, such a high profile brand campaign has "not been a priority", he said, with the airline focused instead on developing its product and services.

"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," Baumgartner said. "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 goal of Etihad is not to become the largest airline in the world "but to become the best", he said.

The carrier came under fire from local media at a press conference in Abu Dhabi yesterday that not enough images of Abu Dhabi itself were featured in the commercial.

The campaign will aim to raise Etihad's profile in key markets, although a spokesman said the airline already enjoys "generally positive awareness" in Australia.

"That has been helped greatly by investments in community assets like Etihad Stadium and more recently Sydney Opera House," he said.

"We are also fortunate to have very positive word-of-mouth from Australians who have flown with us and experienced the quality of our product and service."

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