From left: Hasan A. Saleh Al Hammadi, Senior Vice President Executive Affairs; Peter Baumgartner, Chief Commercial Officer; Nicole Kidman; James Hogan, President and Chief Executive Officer; Khaled Almehairbi, Senior Vice President Government and Aeropolitical Affairs. Image Credit: Courtesy of Etihad

Abu Dhabi: Etihad Airways announced on Saturday a new brand campaign featuring Hollywood actress Nicole Kidman, aiming to increase awareness on the brand globally.

At a press conference held in Abu Dhabi and attended by the actress, Etihad said the new advertisement, which was shot on Etihad’s Airbus A380 and other locations, is set to be shown in over 130 countries around the world.

Still versions of the campaign will also be appearing in print, digital, and outdoor channels.

“Obviously, when you invest in any campaign, you expect a return. What you’ll see is the launch of the campaign tomorrow (Sunday), and it’s very important that we measure the response. We measure the responses in many ways [such as] social media and reservations, but what’s important to me is when we make bookings,” said James Hogan, president and chief executive officer of Etihad.

Together with its partners such as Virgin Australia, Alitalia, and Air Berlin, among others, Etihad is expected to carry in excess of 116 million guests, Hogan said.

Meanwhile, Peter Baumgartner, Etihad’s chief commercial officer, said the partnership with Kidman was part of the airline’s marketing campaign aimed at raising global awareness and keep up momentum.

“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,” Baumgartner said.

The partnership with Kidman marks another Australian ambassador for the airline, which also worked with Danii Minogue in promoting The Residence on the Airbus A380.

Speaking at the event in Emirates Palace, Kidman said she had flown on Etihad before partnering with the airline, and was impressed with their passenger services and luxury. “I loved doing [the campaign] because I think The Residence, which you saw in the commercial, because everyone asks me [about it] when I tell them I’m shooting in The Residence. It’s one of a kind, and it’s an apartment in the sky. I spent four days shooting on it, and it still blows my mind that it’s so big,” the actress said.