First it was Dani Minogue and now it’s Nicole Kidman, Etihad is luring Aussie travellers with the ultimate selling weapon – celebrities.
While Dani is being paid to promote ‘The Residence‘, Kidman has been recruited to provide face and narrative for the airline’s new ‘Flying Reimagined’ brand campaign.
Introducing the new face of Etihad Airways, Nicole Kidman.
Launched worldwide, the video campaign shows the ‘Eyes Wide Shut’ actress experiencing the Etihad difference on the new flagship A380 and at a number of locations around the world, including various landmarks in Abu Dhabi.
The TVC, which is available in both 60 and 30 second formats, also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi.
The 60 and 30 second ads show Kidman enjoying the features onboard Etihad’s A380.
Chief Commercial Officer, Peter Baumgartner said Kidman was selected because she is both a globally respected artist and she embodies ‘worldly sophistication, intelligence, originality and elegance’.
“This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels.”
Peter Baumgartner, Etihad Airways Chief Commercial Officer
The concept for the new campaign was created by M&C Saatchi Australia, part of Etihad Airways’ global creative agency, M&C Saatchi.
However, the Etihad Airways brand story has been interpreted and visually translated by husband and wife directorial team Anthony Atanasio and Valerie Martinez, who have created some of the most visually daring commercials of the last six years.
Etihad says Kidman was selected because she embodies the elegance and originality of the airline.
Etihad’s reimagined ad opens with Kidman flicking through pages of a novel at the Strahoy Library and then moves to the actress enjoying the cabins and service offerings onboard Etihad’s A380.
These include relaxing in The Lobby, enjoying watching TV in the spacious First Apartment and finally falling back into the double bed in the bedroom of the three-room The Residence by Etihad™ – the only such private living space in commercial aviation.
“We want to deliver an elevated sense of beauty, artistry, and enlightenment, giving viewers with the sense that Etihad Airways has raised the bar not only in airline travel, but in the larger realm of human endeavour.”
Anthony Atanasio
The new TVC went to air on the weekend along with print ads and out-of-home advertising.