Etihad Airways launches global campaign

United Arab Emirates' national carrier Etihad Airways has launched a global brand advertising campaign, its first major campaign in three years.

Beginning 3 March this year, the campaign runs with the theme of "The World Is Our Home, You Are Our Guest". It will run internationally across mediums such as TV, print, outdoor, and digital media advertising.

The creative idea of the campaign shows Etihad Airways drawing inspiration from around the world to provide "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. "

He added that the campaign was not a rebranding exercise, "but a continuation of the airlines' brand story", drawing from the values of Abu Dhabi and "inspiration from around the world."

The concept for the TVC, which is central to the campaign, was created by Etihad Airways' global advertising agency, M&C Saatchi, and was produced by Rogue Films in London. The TVC was filmed across Abu Dhabi, Bangkok, Prague and Sydney.

The TVC will be released in the UAE on 3 March 2013 and then across the world on 4 March 2013. It will be aired on TV networks in Australia, China, Germany, India, Japan, UK, USA, UAE and Nigeria.