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Etihad Buys Jet Airways Heathrow Slots, Launches New Global Advertising Campaign

Etihad Buys Jet Airways Heathrow Slots, Launches New Global Advertising Campaign

Etihad Airways has concluded a transaction with Jet Airways to purchase the Indian carrier’s three pairs of London Heathrow slots for US$70 million. The airline also launches a new global brand advertising campaign on Sunday, 3rd March 2013, when its new television commercial (TVC) is aired.

The Heathrow slots purchase is part of a sale and lease back agreement signed on Tuesday, 26th February 2013.  Jet Airways will continue to operate flights to London utilising these slots.

Jet Airways

The deal further strengthens the existing commercial relationship, which came into effect in July 2008, making provision for codesharing between the two airlines.

Etihad Airways said that it also continues to progress discussions about further investment in Jet Airways.

Global Advertising Campaign

With the theme ‘The World Is Our Home, You Are Our Guest’, Etihad’s first major campaign in three years will be supported by 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.

Etihad TVC Launch

Peter Baumgartner, Chief Commercial Officer, and Hareb Al Muhairy, Vice President Commercial UAE, at the launch of the new Etihad Airways global media campaign

Peter Baumgartner, 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 5-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.

The TVC will be released in the UAE on 3rd March 2013 and then across the world on 4th March 2013.

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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