MANILA, Philippines - Abu Dhabi-based international airline Etihad Airways now provides visual clarity and dramatic flavor to what used to be a vague consumer understanding of what it takes to be the world’s leading airline.
Etihad has just launched a campaign for that purpose, involving a television commercial and ample streaming video footages for public viewing, now posted on its website etihad.com/why.
This “Why Etihad” campaign highlights the flag carrier’s industry and market leadership by showing the unique features that have made it earn the title the “world’s leading airline.”
The campaign is bannered by the statement that “more people have switched to flying Etihad than to any other global airline in history.”
Putting substance to that statement are performance figures culled from the airline’s eight years of operations since its maiden flight in 2003.
The figures are its 40,319,167 guest journeys, 7,263,122 cups of hot chocolates and 8,868,894 of cappuccinos and lattes served; 162,341 clients who have experienced the Six Senses Spa treatments in its Diamond First Class and Pearl Business Class lounges in Abu Dhabi and London; 248,694 steaks that are now grilled to order by onboard chefs for the Diamond First Class; 7,032,036 rewards redeemed by patrons from its loyalty programs; 1,099,450 “discreet” door-to-door trips provided by its private chauffeur service; and 4,589,548 who have enjoyed a restful sleep in the fully flat beds of its Pearl Business Class.
The forward-facing and fully flat bed is available to every Business Class guest flying long haul. Each bed guarantees aisle access and more than six feet of room in which to stretch out.
These and many other amenities are highlighted in the “Why Etihad” campaign whose global TV commercial stirs curiosity among consumers and pride among its patrons
The TV commercial, filmed at beach locations on Saadiyat Island in Abu Dhabi, shows young people seeing a low-flying Etihad plane suddenly looming large into view and tugging a banner that reads “In its first 8 years, more people have switched to Etihad more than to any other airline in history.”
Then, to their amazement, another Etihad aircraft of similar size passes by, also carrying a banner that reads: “Why?”
The filming of the TV commercial, according to photography director Jan Richter-Friis, required the use of the aircraft for a couple of hours for the shoot.
“The idea behind the TV commercial is to tell an amazing fact about Etihad… And to dramatize the story, we have been flying an A340-600 (Airbus) low over the Saadiyat Island driving a massive banner giving the key message to our consumer audience,” said Etihad vice president for marketing Andrew Ward.
The low-altitude flight and all other related operations in the filming of the TV commercial were approved by the General Civil Aviation Authority.
Aside from best-in-class inflight services and conveniences, Etihad Airways also offers special promotional rates for its Coral Economy Class.
Etihad’s inflight amenities for this class include three meal choices, café-style hot beverages and hot desserts, specially designed “cradle recline” seat feature, over 600 hours of on-demand entertainment on a personal 10.4-inch touch-screen LCD TV with noise-cancelling headsets, and industry-leading loyalty program with immediate rewards.
Etihad has been voted as the “World’s Leading Airline” at the World Travel Awards in 2009, 2010 and 2011. These and the many other awards that Etihad has received showcase its stature as a leading premium airline brand in the world.
Based in Abu Dhabi, the capital of the United Arab Emirates, Etihad has a fleet of 66 aircraft operating more than 1,000 flights a week and serving an international network of 84 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia, and North America.