Tuesday, April 30, 2013

Time-lapse video: Etihad Airways takes over Dubai roundabout for promotional campaign

Constructing the Etihad promotional structure in Dubai JBR
Constructing the Etihad promotional structure in Dubai
Over the past couple of months, Etihad Airways has been making waves with its latest brand campaign, which has been supported by extensive television, print, outdoor and digital media advertising around the world.

With the theme “The World Is Our Home, You Are Our Guest”, the campaign was launched in early 2013 with an exciting television commercial (TVC), explaining how Etihad Airways draws inspiration from across the globe to provide industry-leading ‘signature moments’ on the ground and in the air.

I wrote a blog post about the television advert at the time (including the commercial itself and a ‘making of’ video) – click here if you missed it.

A week later, the UAE national carrier issued print adverts for the campaign, featuring Bollywood star Katrina Kaif, amongst other people. Again, click here for that coverage.

And most recently, Etihad Airways has taken over one of the roundabouts at Jumeirah Beach Residence (JBR) in Dubai, located in front of The Ritz Carlton Hotel, to support the campaign.

View the time-lapse video below, which shows how the promotional structure was constructed, using some cool aircraft models, and various boards that highlight benefits such as Abu  Dhabi International Airport being reachable in 45 minutes from the roundabout and free airport parking.

ALSO WATCH: Amazing time-lapse video of British Airways staff creating Boeing 747 artwork

“This is our first brand advertising in many years. Having focused on product innovation and service excellence, the time is now right to make a bold and confident brand statement to the world,” commented Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, when the campaign was launched.

“This is not a rebranding exercise, but a continuation of our brand story drawing from the values of our home in Abu Dhabi and our inspiration from around the world.”

ALSO READ: Etihad Airways introduces brand new ‘travel mall’ concept in Dubai (updated with video)

1 comment :

  1. Wenda Singor DueckMay 1, 2013 at 6:38 PM

    What fun to watch. Thanks for sharing!


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