Etihad Airways launched a new global brand campaign centred on ambition, human potential and Abu Dhabi’s role as the airline’s home. The launch comes as Etihad expands its route network to over 150 destinations.
The new campaign
The campaign, called Beyond Borders, marks a new chapter for the airline and includes a long-term investment plan of $20 billion over the next 10 years in new aircraft, products, and passenger experience, Etihad said.
Beyond Borders positions Etihad’s continuous growth around one idea: encouraging people to go beyond the familiar in pursuit of something greater.
The campaign’s brand film features five people whose journeys have taken them beyond borders. Etihad selected the five individuals from 450 candidates and the film features their real stories rather than actors.
Abu Dhabi at the centre of it all
Beyond Borders is closely tied to Etihad’s home city – Abu Dhabi.
Etihad Airways CEO Antonoaldo Neves, said the airline’s ambitions reflect those of Abu Dhabi itself:
“Beyond Borders is a new chapter for Etihad. Every route we fly, every guest we carry and every partnership we build reflects the same ambition that Abu Dhabi was built from. For every guest who flies with us, we believe that some journeys take you beyond the destination, and we are here to help you make that journey.”
Alongside its $20 billion investment in new aircraft, products and passenger experience, Etihad Airways said it plans to grow its route network to over 150 destinations and deepen partnerships intended to connect even more of the globe with Abu Dhabi.
“Where others stop at the border, we go beyond it,” Neves said.
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