Etihad has launched a new brand campaign developed specifically for an Emirati audience.
The campaign, called ‘Hayyakum Fi Darkum’ (Welcome to the home we share), is being rolled out across cinemas and billboards in Abu Dhabi, Al Ain and Dubai, as well as on national radio, online media and social media.
Print advertising is also being used and utilises Shazam visual recognition.
At the heart of ‘Hayyakum Fi Darkum’ is a song performed by Emirati singer Mehad Hamad. The campaign also includes poet Ali Al Khawar, who wrote the lyrics, music composer Fayez Al Saeed and director Ahmed Abdulqader – who directed the music video. It has been a busy year for Etihad. In
March, it launched a global campaign featuring Hollywood actress Nicole Kidman. Meanwhile, in July it appointed Starcom to handle the global media planning and buying account for Etihad and its three largest partner airlines Alitalia, Air Berlin and Jet Airways.