The airline, called Etihad, launches this month with a new route from London to Abu Dhabi. The target audience is primarily business travellers.
Initial activity will focus on national press advertising, with creative through PMA.
Advertising will communicate Etihad's positioning of a high standard of customer service. It has abolished fare classes and replaced them with three zones on a plane called Diamond, Pearl and Coral.
The airline officially launched late last year as a challenge to airlines that fly into Dubai. MPG has developed media plans for the UK and other markets.
Marc Mendoza, the chief executive of MPG, said: "The Etihad proposition is founded on deep business consumer understanding and we are working with them to develop innovative strategies to reach a well-defined target group."
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