The commercial, created by Dubai-based ad agency TBWA\Raad, was shot entirely in the UAE. It will run on BBC World, CNN, Sky News, Canal Plus in France and the Discovery Channel.
The campaign represents Abu Dhabi-based Etihad’s first foray into TV commercials and is designed to boost brand awareness in key markets such as Australia, Europe and the wider Middle East.
Etihad is the UAE’s national carrier and is one of the fastest growing airlines in the world, although it is often overshadowed by its neighbour and rival, Dubai-based Emirates.
Etihad recently launched new routes to Sydney and Kuala Lumpur and is set to begin flights to Dublin, Kerala and Milan later this year.
Peter Baumgartner, Etihad Airways’ executive vice-president, marketing and product, said: “The commercial is an important milestone for Etihad Airways because it will build brand awareness across so many key markets. It will also enable new customers to view Etihad’s award-winning in-flight product and the growing destinations flown by the airline.”
Directed by Jim Wheedon from London-based Bare Films, the commercial is the first part of a two-phase marketing drive that will see the TV commercial backed by print and outdoor, including a signature outdoor execution on the M4 motorway in the UK. The second phase will be launched in September.
Baumgartner refused to say how much the ad cost, but added: “This is a high-quality production and we feel that we’ve reached a point where it’s time to bring our brand message to an international platform.”