Etihad Airways launches global brand campaign ”Beyond Borders” as the airline unveils ambitious growth ambitions. Over the next ten years, it will invest $20 billion in new aircraft, products and the passenger experience, while expanding its network to over 150 destinations.
The new campaign will take off in Abu Dhabi and, according to Etihad, will reflect both the airline's and the emirate's international ambitions. "Beyond Borders" will also be an overall platform for how the company describes its continued expansion.
Etihad says the $20 billion investment, equivalent to around SEK 190 billion, will be made over the next ten years. The money will go towards new aircraft, improved products and an improved customer experience, among other things.
The airline also plans to continue expanding its route network with the goal of serving over 150 destinations. In parallel, Etihad will develop more partnerships to strengthen Abu Dhabi as an international aviation hub.
Building on rapid expansion
“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 on,” said Etihad CEO Antonoaldo Neves.
Founded in 2003, Etihad describes itself as the world's fastest growing airline in the campaign. The new brand platform will guide the company through the next phase of expansion.
Haaland and Piastri join the campaign
The campaign is centered around a new brand film shot in Abu Dhabi, Nairobi, New York, Phuket and Paris. Instead of actors, the film features people whose own careers and life journeys illustrate the campaign’s theme.
Etihad also uses several of its international sponsorship partnerships. Profiles include Manchester City's Erling Haaland and McLaren driver Oscar Piastri, as well as athletes in cricket, basketball and badminton.
The campaign also includes five individuals selected from 450 candidates after months of international research, including chef Arivu Ravikkumar, filmmaker Nosarieme Garrick and freediver Florian Dagoury.
For Etihad, the campaign is therefore not only a marketing effort but also part of the positioning ahead of a period of extensive investment and continued international expansion.
According to the press release.
