Etihad Launches Global Brand Campaign
4th March, 2013
M&C Saatchi is behind the first global brand campaign for airline Etihad in three years.
Taglined ‘The World Is Our Home, You Are Our Guest', the TV ad features Bobby Darin's 1967 classic song ‘Beautiful Things' and was shot in Sydney, Abu Dhabi, Bangkok and Prague.
The ad will run on international and regional TV, print, outdoor, and digital advertising.
Peter Baumgartner, Etihad Airways' chief commercial officer, said in a statement: "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," he said.
Tom Dery, M&C Saatchi's worldwide chairman, added: "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."
M&C Saatchi's Sydney-based regional creative director Tom McFarlane is understood to have had the original idea for the campaign.
The ad will be released in the UAE on 3 March and then across the world the next day. It will run in Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria.