The campaign, titled ‘Why’, is designed to support Etihad’s claim that during its first eight years of operation more people have switched to the airline than to any other global airline in history.
Etihad is the national airline of the United Arab Emirates and launched in 2003. Among its sponsorship partners are Manchester City Football Club and Aviva Premiership rugby union team Harlequins.
The TV ad features an Etihad wide-body aircraft performing a low-altitude fly-past at the beaches of Saadiyat Island in Abu Dhabi trailing a giant message about the number of passengers carried by the airline.
The message invites viewers to visit the specially developed microsite and other digital platforms to find out more about Etihad.
It will be shown on pan-regional television media across Europe, the Middle East and Africa, in addition to country specific stations in the UAE, France, Germany, Ireland, UK, the United States, India, Pakistan and Australia.
Peter Baumgartner, Etihad Airways’ chief commercial officer, says: “The marketing campaign shares some of the secrets of our success with a worldwide audience and shows how, in less than nine years of operations, we have carried more than 40 million passengers and become synonymous with providing customers with the highest levels of hospitality and service available on the ground and in the sky.
The campaign is the first developed by recently appointed global agency, M & C Saatchi.