Emirates, Etihad - Jennifer Anniston vs Nicole Kidman

Emirates, Etihad - Jennifer Anniston vs Nicole Kidman

Reaching out to a broader audience of fans, Gulf-based carriers have expanded from sponsoring major soccer teams to signing up big celebrity names to become the ‘face’ of their airline. Etihad last year contracted Nicole Kidman to represent its latest ‘Reimagined’ brand campaign, following Danii Minogue who promoted the airline’s new A380/B787 interiors when they were first revealed.

Jennifer Anniston, 46, has now signed a USD5 million deal to appear in adverts for Emirates Airlines. Aniston will appear across TV and print ads worldwide. Vishal Anand, CEO of Dubai-based communication agency, Blue Apple told Gulf News that both airlines would have done due diligence and carefully analysed their stars profiles to ensure their values are aligned with the airline brand. “Emirates and Etihad would have..looked at personality matches, influence of the star, their target markets and the message they want to send before approaching these celebrities. If done properly, celebrity endorsements can do wonders to a brand.”

The National contrasts the choice of the two actresses by Etihad and Emirates respectively. By choosing Aniston, it reports , “Emirates has chosen to associate its brand with smiles and fun.” While Kidman brings a certain élan to Etihad, Aniston transfers her ‘Friends’ spirit and approachability to Emirates. “As well as being funny and relatable, one of Aniston’s most endearing qualities is that, despite her fame and wealth, she somehow manages to maintain that ‘girl next door’ charm.” This fresh and light persona fits well with aims of the airline’s new ‘Be There’ campaign, featured in our July 2015 report, which targets what the airline dubbed the ‘Globalista’ lifestyle.

Additional recommended reading: “Are Celebrities Effective As A Branding Method For Airlines?”