New Etihad ad campaign targets UAE nationals

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Etihad Airways, the international airline of Abu Dhabi, will launch on 1 December a new marketing campaign targetting UAE nationals and highlighting local traditions, values and heritage.

The initial phase of the campaign is based on a new four-minute film featuring acclaimed UAE oud player Mehad Hamad, Arabic calligraphy developed by a local studio, an Abu Dhabi group of friends in Liwa desert and one of Etihad’s A380s. A song created for the film based on a poem in Arabic is being distributed by Sony Music Entertainment.

The campaign is for UAE audiences only and will be run exclusively in the emirates.

“Our target is not only UAE nationals, but to promote Abu Dhabi in a different way,” Etihad Airways senior vice president for corporate and international affairs Hareb Mubarak al-Muhairy told a media briefing this morning.”

Etihad Airways carried 14.1m passengers in the year to 31 October compared with 14.3m in 2014 as a whole.