Etihad Airways set to launch global advertising campaign this Sunday March 3 via M&C Saatchi
Etihad Airways, the national airline of the United Arab Emirates, today unveiled a new global brand advertising campaign via M&C Saatchi, which will kick off on this Sunday March 3 with the airing of a new television commercial.
With the theme ‘The World Is Our Home, You Are Our Guest’, it is the airline’s first major campaign in three years. It will be supported by international and regional 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.
The concept for the TVC, which is central to the campaign, was created by M&C Saatchi, and 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 five-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.
Tom Dery, M&C Saatchi’s Worldwide Chairman, said: “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.”
Peter Baumgartner, Etihad Airways’ 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 TVC will be released in the UAE on 3 March 2013 and then across the world on 4 March. It will be aired on TV networks in Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria.
18 Comments
Nice work Barry Brand.
Building a campaign around ‘Guest’ is perfect for Etihad.
This work I think you will find was done out of
M andC Sydney office.Tom Macfarlane and
Michael Andrews were the team.We quoted the job.
Nice production values let down by a weak idea.
Oh really Andy?
So you know what the brief was?
And it goes without asking that you have vast experience in the category.
People like you make me vomit.
Dear Andy,
If you knew anything about Arabic culture you would understand that Etihad owning ‘guest’ is a very big idea. And as someone who flies with Etihad regularly, I can assure you its also an idea born out of a brand truth as well.
(And no I do not work for Etihad, or M&C).
Well well old guy and nails youre rght i dont know anything about Arabic culture and yes have had experience in this category.i didnt know i had understand the culture
to get it ,will start reading up on Arabic culture and the brief well send it with the TVC
to the awards
@Chiko. So what did Barry Brand do on this? He seems to be getting much credit for it.
Unusual for M&C Sydney not to credit its own staff on this press release? Also, what does “we quoted the job” mean?
Dear Andy
You sound like a fool.
Yours sincerely,
Old Guy
Got a big idea, lets get someone from O/S to direct it. Etihad clearly keen on the local market. M&C not so much.
Dear Old Guy careful your dribbling.
@ANDY I know that excessive use of unnecessary apostrophes is frowned upon, but sometimes we just have to have them. Like in ‘you’re’
Dear Groucho sorry i missed it nurse was getting something from the top draw.
Will look closer next time.
Dear Andy
Point proven. You are a fool.
Regards
Old guy
Dear Old Guy
Still dribbling
Not convinced this was done here at all.
Sounds like it was done in London and Abu Dhabi offices.
True?
@ANDY if the nurse had half a brain she would get something for you from the drawer, not the draw. Hard to get good help isn’t it? Old Guy might be able to recommend someone for you.
You’re all ignorant in Arabic Culture, but it’s not your fault, it’s the fault of the “Foreign” top management in Etihad and else where in this part of the world who have “West Adoration” illness which dictates that the you and the likes of you to direct, build this campaign, unfortunately.
Do you know what Peter (Etihad’s CCO) wanted to do when he was a fresh starter in Etihad back in 2005 as a CRM Manager? He had a great desire to wear our traditional Arabic costume (with the headgear in all)! poor Swiss boy! he thought that the UAE local influential men would love and respect him more if he did so. An advice was given to him that if you dress like that you’ll be the laughing stock of, not only Etihad, but Abu Dhabi, the UAE and the rest of the GCC, as you’re already marketed well in the eyes of those people, being a blond, white Swiss boy! Therefore, what ever you do is tolerated and, indeed, respected. Even your mistakes are treated as a “learning experiences”. In my view, Etihad has no brand identity at all, it’s brand values and identity are a “mess pot”. It represents Globalization in its worst form, and nothing more.