Etihad Airways signs Nicole Kidman in global marketing campaign

Etihad Airways: has unveiled Nicole Kidman as global ambassador
Etihad Airways: has unveiled Nicole Kidman as global ambassador

Etihad Airways, national airline of Abu Dhabi, has unveiled Nicole Kidman as brand ambassador as it seeks to drive global awareness of its luxury positioning.

The airline has launched its first major global brand campaign starring the Australian celebrity, who also has deals with high-end brands including Chanel. 

The ad campaign, created by M&C Saatchi Australia, kicked off yesterday across key global markets including the UK. It features Kidman as star and narrator on board its flagship A380 carrier in 30 and 60 second formats and will be supported by print, digital, social and outdoor. 

The spot plays on the air carrier's strap-line "flying re-imagined", and promotes its super-first class carriage "the residence", which comprises a double bed, shower, widescreen TV and private mini sitting room complete with a dedicated butler at the cost of over £20,000 per flight. 

The carriage is, however, only available on one of the airline's aircraft with bookings up to 2016 though Etihad said it will add more to the line-up as it increases its A380 fleet.

Print ads also feature its first class apartments and "the lobby", an on board bar and seating area for first and business class customers. 

Kidman was selected because her "sophistication, intelligence, originality and elegance" aligned with the brand.

"We are reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality," said Peter Baumgartner, chief commercial officer.

"Aviation is a highly competitive industry where the consumer is swamped with messages from things that are essentially the same. We have never strived to match rival airlines - instead we have always benchmarked against the most successful things in the world.

He added: "In 2014 our brand awareness leaped from 63% to 73% and I have no doubt this new campaign will boost our awareness to new levels."

Speaking at the press conference in Abu Dhabi, CEO James Hogan said the global campaign was an opportunity to "revisit" the brand positioning and make it "more contemporary" as it moved to "navigate the world" as part of its growth strategy. 

"[The campaign] reflects out focus on flying reimagined through innovation," he said, "delivering the highest quality of customer service."


Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free