Etihad - Flying Reimagined

Etihad - Flying Reimagined

Etihad has unveiled Nicole Kidman as its brand ambassador as it seeks to drive global awareness of its luxury positioning and has launched its first major global brand campaign starring the Australian celebrity, who also has deals with high-end brands including Chanel.

The video spot , created by M&C Saatchi Australia, features Kidman as star and narrator in 30 and 60 second formats and is supported by print, digital, social and outdoor.

The spot plays on the Etihad’s strap-line ‘Flying Re-imagined’ and promotes its ‘The Residence’ super-First Class. Print ads also feature its first class apartments and “the lobby”, an on board bar and seating area for First and Business Class passengers.

The commercial was shot onboard Etihad’s new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. The spot also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi.

Kidman was selected because her “sophistication, intelligence, originality and elegance” aligned with the brand. “We are reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality,” said Peter Baumgartner, Etihad’s chief commercial officer. “Aviation is a highly competitive industry where the consumer is swamped with messages from things that are essentially the same.” He added: “In 2014 our brand awareness leaped from 63% to 73% and I have no doubt this new campaign will boost our awareness to new levels.”