Etihad underlines 'Why' people chose the airline in global campaign

Following the appointment of M&C Saatchi as its global agency, Etihad Airways has unveiled its latest television and digital campaign.

The television campaign went on air on 1 June globally. In India, the commercial is playing on NDTV's bouquet of channels.

Titled ‘Why’, the TVC shows people of various age groups enjoying themselves on a beach, before an aircraft grabs their attention. A low-flying Etihad Airways A340 flies past, trailing a giant message which reads, ‘In its first eight years, more people have switched to Etihad, than to any other global airline in history'. Another aircraft follows with another trailing banner, which reads, ‘Why’. The film then ends with a link to Etihad Airways’ official website, on which the digital campaign is currently running.

On the website whyetihad.com, a live ticker displays the number of people who have flown the airline, and the number of those who have availed each of its special services - highlighting the reasons to fly Etihad.

Commenting on the campaign, Peter Baumgartner, chief commercial officer, Etihad Airways, said, “The Etihad Airways success story is a phenomenal one that will probably never be repeated. The airline has evolved from an initial vision, to a fledgling start-up, to the award-winning airline that we are today. The marketing campaign shares some of the secrets of our success with a worldwide audience and shows how, in less than nine years of operations, we have carried more than 40 million passengers and become synonymous with providing customers with the highest levels of hospitality and service. Our home-base of Abu Dhabi has also experienced tremendous development during this period and we were thrilled to conduct the filming for the commercial at beach locations on the stunning Saadiyat Island.”

The television commercial has been directed by Chris Hartwill, from Ridley Scott’s company, RSA Films.