Etihad Launches ‘Flying Reimagined’ Global Brand Campaign

Etihad Launches ‘Flying Reimagined’ Global Brand Campaign

Etihad Airways has launched a new global brand campaign with the worldwide premiere of a new television commercial in Abu Dhabi, attended by Hollywood actress Nicole Kidman, who is both star and narrator. The feature will be shown on global TV stations and social media in 60 and 30 second formats, with still versions of the campaign appearing in print, digital and on outdoor channels. Etihad Nicole Kidman


The new campaign aired on 15th March and can be viewed at: and

The commercial was shot onboard Etihad’s new flagship A380 in locations around the world, including various landmarks in Abu Dhabi. It also features a digitally created scene of Nicole Kidman in the interior of the soon to be opened Louvre Abu Dhabi, architect Jean Nouvel’s futuristic showcase of modern architecture, influenced by the light and geometric patterns of the Emirate.

The Foster & Partners Vieux Port Pavilion in Marseilles was chosen to reflect the airline’s focus on design, while the Villa Méditerranée, also in Marseilles, a centre of culture and promotion of international dialogue and friendship, symbolises Etihad Airways’ role as a global ambassador. The 17th century baroque hall of the historic Strahov Library in Prague represents knowledge, learning, and the desire to innovate and lead.

Peter Baumgartner, Etihad Airways Chief Commercial Officer, said: “Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative inflight experience for our guests. We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality. This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels.

“Nicole Kidman, as a globally respected artist, was the perfect voice and face for our story, and embodies worldly sophistication, intelligence, originality, and elegance – values that form the foundations of the Etihad brand.”

The opening scene shows Kidman flicking through the pages of an inspirational novel at the Strahov library, with subsequent sequences showing the actress enjoying the revolutionary cabins and service offerings onboard Etihad Airways’ new A380. These include relaxing in The Lobby, enjoying watching TV in the spacious First Apartment, and finally falling back into the double bed in the bedroom of the three-room The Residence by Etihad – the only such private living space in commercial aviation. The closing line, “Because their goal isn’t to improve on what has been done before – but to totally reimagine it”, concludes the commercial with air-to-air footage of the new A380 in evening light, resplendent in the airline’s new ‘Facets of Abu Dhabi’ livery.

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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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