ETIHAD Airways launched a new global brand advertising campaign on March 3, 2013 with a television commercial (TVC) themed “The World Is Our Home, You Are Our Guest”.
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.
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 split screen technique used in the TVC juxtaposes the airline’s award-winning on-board 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 concept for the TVC, which is central to the campaign, was created by Etihad Airways’ international advertising agency, M&C Saatchi, and was produced by Rogue Films in London.
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.
NEW CODESHARE
The airline is also keen to expand significantly its reach across Africa after signing a strategic commercial partnership agreement with Kenya Airways. The airline will place its EY code on Kenya Airways flights from Nairobi to 27 destinations across Kenya Airways’ network in Africa.
As part of the reciprocal codeshare agreement, Kenya Airways will place its KQ code on Etihad Airways’ daily service from Nairobi to Abu Dhabi and, subject to government approval, onwards to up to 32 key destinations across Etihad’s global network. Kenya Airways will also launch a new three times a week service between Nairobi and Abu Dhabi from mid-summer 2013.
James Hogan, Etihad Airways president and chief executive officer, said: “The partnership agreement with Kenya Airways is in line with our strategy of forming alliances with airlines around the world to enhance our network and marketing reach. This agreement will also allow both airlines to benefit from cost savings achieved through synergies and economies of scale.
“Last year we launched new services to Tripoli, Nairobi and Lagos, and over the last five years we have more than doubled our services to Africa, reflecting the increasing importance of the continent.
During the same period we have flown nearly three million passengers between Africa and the UAE, and key destinations across our network.”
Kenya Airlines joins a growing list of airlines to have launched new services to Abu Dhabi International Airport as a direct result of Etihad Airways’ partnership strategy, including: airberlin Air Seychelles, Alitalia, CSA Czech Airlines, Garuda, Hainan Airlines, RAK Airways and Virgin Australia. The codeshare agreement with Kenyan Airways brings the number of Etihad Airways codeshare partners to 42, creating a combined passenger network of 349 destinations, more than any other Middle East airline.