The world’s most expensive airways, Etihad Airways has unveiled its new global brand campaign, featuring Nicole Kidman as both star and narrator, with the worldwide premiere of a new television commercial in Abu Dhabi.
The TVC from husband and wife directorial team Anthony Atanasio and Valerie Martinez, was shot onboard the carrier’s new Airbus A380, in destinations around the world as well as its home-base of Abu Dhabi.
The mantra and the starting point for the campaign entitledFlying Reimagined is as Etihad Airways puts it:
Our goal is not to improve on what has been done before – but to totally reimagine it”
“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,” the Australian actress narrates.
“Then take another brave step. They will see the future and knock down the walls to reach it… insist the dream is possible. Overcome all indecision and take a running jump into the unchartered.”
“Bored by reinvention of the superficial kind, they want more. Because their goal isn’t to improve on what has been done before but to totally reimagine it.”
The Academy Award-winning actress and Goodwill Ambassador of UN Women is captured in various scenes featuring Etihad Airways’ A380 cabins and service offerings, from lounging inThe Lobby (for first and business class travellers), watching TV in the First Apartment (redefined first class cabins) to lounging in the bedroom of the 3-room The Residence by Etihad (the only such private living space in commercial aviation).
Although the airline has not disclosed the price of the ticket, an online check by XPRESS revealed that the return fare on the route may cost Dh155,345 or $43,000+.According to Etihad, The Residence features a first-of-its-kind three-room private cabin, including a living room, double bedroom and ensuite shower room, which will be available on all of the airline’s incoming fleet of Airbus A380 aircraft.
Etihad’s first class apartment.
As part of the premium experience, Bertuccio will receive utmost personal attention and care from a dedicated concierge team well before he takes off. He will also have a dedicated Savoy Academy-trained butler on call throughout the flight.
Bertuccio, who booked the inaugural flight on etihad.com, is a passionate flier and an avid collector of airline memorabilia with nearly 2,000 model airplanes, as well as albums filled with boarding passes, certificates and photos from past flights. “For the first time in my flying experience, I really don’t know what to expect but I do know that flying in the Residence by Etihad will be a truly unique adventure, the top of luxury. I have huge expectations. My only wish is that the flight was longer,” said Bertuccio.
The Etihad A380 first and business class lounge.
Etihad Airways’ The Lobby on the Airbus A380, which can seat six, will allow first and business class guests to gather while onboard the plane.
A deep purple colour is added for cabin crew and lounge staff, and a burnt orange accent colour for ground crews and Special Services personnel.
Know the Residence
- World’s first private multi-room (living room, double bedroom and ensuite shower) cabin on a commercial passenger aircraft
- World’s first cabin to have a dedicated trainer butler
- Measures 125 square feet, on forward upper deck of of Airbus A380
- Available for single or double occupancy
- Savoy Butler Academy-trained butler whose uniform has been designed by Rome-based fashion designer, Ettore Bilotta
- Dedicated VIP concierge team
- Living room has two-seat reclining sofa upholstered in Poltrona Frau leather, dual marquetry dining tables and a chilled mini-bar
- Bedroom has a Poltrona Frau upholstered 82 inch long double bed with custom-made mattress, bedside unit, wardrobe, and under-bed stowage for hand luggage.
- Both rooms have LCD TVs. Broadband with internet mobile and data capability, Live TV, HDMI, AC outlet and USB ports available
- Wi-Fi enabled and equipped with the latest Panasonic eX3 entertainment system, controlled by video touch screen and handset
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