Nicole Kidman Showcases Etihad’s New Glam

Airline launches its "Flying Reimagined" campaign in style
  • Article by Roland Bleyer
  • March 16, 2015 at 12:29 PM

Etihad has teamed up with Nicole Kidman for its latest campaign, which highlights the luxury and glamour it brings to flying.

The Abu Dhabi-based airline launched its new “flying reimagined” global brand campaign on 15th March 2015, with a cinematic television commercial starring Australia’s own Nicole Kidman as both the face and narrator of the story. Etihad says she provides “Hollywood glamour” for the global brand campaign that’s being rolled out on various TV, social media and print channels.

“Nicole Kidman, as a globally respected artist, was the perfect voice and face for our story, and embodies worldly sophistication, intelligence, originality, and elegance – values which form the foundations of the Etihad brand,” Etihad Airways Chief Commercial Officer Peter Baumgartner says in a press statement.

The opening scene of the “feature” video shows Kidman flicking through the pages of an inspirational novel at the Strahov library in Prague, saying that “occasionally, people come along who are not content with simply moving things along”.

“They want to take things further, tear up the plans and start again, then take another brave step,” she says.

The rest of the video explores Etihad Airways’ revolutionary cabins and service offerings on board the new A380, with shots of Kidman relaxing in luxurious spaces like The Lobby, and the spacious First Apartment. It ends with her gracefully falling back into a double bed that’s actually in the bedroom of a new three-room private living space on the plane. Known as The Residence by Etihad, the airline says it is “the only such private living space in commercial aviation”.

As well as showcasing the luxury of the A380 aircraft, Baumgartner says the new campaign brings Etihad Airways’ “unique brand and service ethos to life on film, in print and on digital channels”.

“Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests,” he says.

“We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality.”

With the scenes in the ad showing spaces that would look more at home in a hotel than on an aircraft, there is no doubt Etihad’s offerings will appeal to a wide range of people.

But with this luxury also comes a higher price tag: a one-way flight from Sydney to Abu Dhabi in The Residence is currently selling for $9491.22 per person. Despite that, however, the airline’s website booking service actually indicates some tickets for The Residence have already sold out in April, so clearly there is demand for this kind of flight experience. Then again, if you can afford it, Kidman does make the double bed look like the ideal way to fly – with or without a Hollywood star there.

Nicole bed
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