Etihad Airways rolls out ‘why’ campaign

Etihad Airways is launching its brand new television commercial and supporting digitalmedia campaign to a global audience. The new commercial is based on the fact that Etihad Airways is the fastest growing airline in aviation history and during its first eight years of operation more people have switched to Etihad Airways than to any other global airline in history. Titled ‘Why’, the commercial and campaign focuses on why more than 40 million people have chosen to fly with Etihad Airways rather than industry competitors. The television commercial,featuring an Etihad wide-body aircraft performing a spectacular low-altitude fly-pastfilmed from locations at the beaches of Saadiyat Island in Abu Dhabi, will beshown on pan-regional television media across Europe, the Middle East andAfrica in addition to country specific stations in the UAE, France, Germany,Ireland, UK, the United States, India, Pakistan and Australia. Peter Baumgartner, EtihadAirways’ Chief Commercial Officer, said: “The Etihad Airways success story is a phenomenal one that will probably never be repeated and is therefore relevant for the history of commercial aviation. The airline hasevolved from an initial vision, to a fledgling start-up, to the award-winningairline that we are today. “The marketing campaign shares some of the secrets of our success with a worldwide audienceand shows how, in less than nine years of operations, we have carried more than 40 million passengers and become synonymous with providing customers with thehighest levels of hospitality and service available on the ground and in thesky. “Our home-base of AbuDhabi has also experienced tremendous development during this period and wewere thrilled to conduct the filming for the commercial at beach locations onthe stunning Saadiyat Island.” It is the first commercial written by Etihad Airways’ recently appointed global agency, M & CSaatchi. It is directed by renowned film director, Chris Hartwill, from RidleyScott’s film production company, RSA Films. The synopsis of the commercial, which will be translated into Arabic, French, German and Chinese,shows people enjoying a day at the beach who are surprised to see an Etihad A340 fly past, trailing a giant message. The tail fin message, and interest driven by the commercial, invites viewers to visit the speciallydeveloped online microsite and other digital platforms in order to find outmore. Special approval was givento Etihad Airways to allow the aircraft to fly at such a low level near the Saadiyat Island coastline. Crowds gathered to see the aircraft complete twofly-past sessions on 21 May. In addition to thetelevision channels around the world, the television commercial can be seen atwww.etihad.com/why.