Etihad has launched a new brand campaign, Beyond Borders, to mark the airline’s next chapter.
The global promotion celebrates ambition and the people, places and connections that grow when we choose to step beyond the familiar.
Brought to life through a brand film, it centres on the stories of five people:
# Suaad Al Suwaidi, the first female Arab wildlife photographer and conservation storyteller
# Arivu Ravikkumar, Executive Chef at Abu Dhabi’s Erth
# Nosarieme Garrick, the Nigerian Emmy-nominated filmmaker
# Florian Dagoury, French world-champion freediver
# Chun-Wing Lam, the first Chinese male dancer at the Paris Opera Ballet.
The campaign will also be supported by stories from Etihad’s global sponsorship portfolio, including Manchester City’s Erling Haaland and McLaren’s Oscar Piastri.
“Beyond Borders is a new chapter for Etihad,” said Antonoaldo Neves, Chief Executive Officer of Etihad Airways.
“For every guest who flies with us, we believe that some journeys take you beyond the destination and we’re here to help you make that journey.
“This philosophy is shaping how we grow. Beyond Borders is the lens we look through at the start of every journey and the attitude we use to break through every barrier; where others stop at the border, we go beyond it.”
Beyond Borders reflects Etihad Airways’ own ambitious mindset, with the airline investing $US20 billion over the next 10 years in new aircraft, enhanced products and an elevated guest experience, growing its global network with purpose to reach more than 150 destinations.
