Etihad “The world is our home, you are our guest”

Abu Dhabibased Etihad, the smallest of the three Gulf-based airlines, has revealed a big new global ad campaign, the first in its history, drawing from its rapid expansion and pointing to its big global ambitions. Says Peter Baumgartner, Etihad’s Chief Commercial Officer, "having focused on product innovation and service excellence, the time is now right to make a bold and confident brand statement to the world”.

Designed around the theme ‘The world is our home, you are our guest; and with footage shot in Sydney, Abu Dhabi, Bangkok and Prague, the campaign by MC Saatchi plays up Etihad’s global image by showcasing the countriesit flies to and the premium onboard service it offers. With the quiet and reserved campaign whose tonal colours and music advert feel more Orient Express than airline, Etihad aims to communicate its positioning of being "not the biggest airline in the world, but the best.”

The campaign kicked off on March 4 with a slick TV commercial where a split screen juxtaposes Etihad’s onboard service with lifestyle scenes from international destinations, fine dining restaurants and five-star hotels around the world. The commercial is supported by a series of double page print spreads and outdoor and digital media advertising.