Etihad signs Nicole Kidman for 'Flying Reimagined' brand campaign

By David Flynn, March 15 2015
Etihad signs Nicole Kidman for 'Flying Reimagined' brand campaign

Nicole Kidman will serve as the face and voice of Etihad Airways' new ‘Flying Reimagined’ brand campaign, which launches in Australia today on TV, print and outdoor advertisements.

The TV spot was shot onboard Etihad's flagship Airbus A380 and in a number of locations around the world, including various landmarks in Abu Dhabi and France.

"Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests" explains Peter Baumgartner, Etihad Airways Chief Commercial Officer.

"We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality. This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels."

Other Aussie touches include the concept itself, by M&C Saatchi Australia; and a soundtrack composed by Ramesh Sathiah, Creative Director and Composer at Sydney-based audio design company Song Zu and was conducted by Roger Benedict of the Sydney Scoring Orchestra, a group drawn from the elite musicians of the Sydney Symphony, Australian Chamber, and Australian Opera Orchestras.

Etihad's Aussie embrace has also included airline ambassador Dannii Minogue, who featured in the original launch of the airline's new-concept first class suites and business class seats.

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David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.

Virgin Australia - Velocity Rewards

24 Aug 2011

Total posts 786

Absolutely stunning. Good to see an airline use someone tall in advertising. Then again I don't think we'll see her down in Y. 

Qantas - Qantas Frequent Flyer Platinum

07 Feb 2013

Total posts 552

So many top names they could have used rather than this over-rated actor?

May be got a bargain!

Qantas - Qantas Frequent Flyer

28 Feb 2014

Total posts 144

What happened to Dannii Minogue, in their last videos about their new cabins?

Qantas - Qantas Frequent Flyer

20 Mar 2014

Total posts 133

she was causing the airline ? to go broke...

honestly those danii videos were the most amateur hour videos I have seen in a long time!

even some of these new shots have something awkward about them...

24 Oct 2010

Total posts 2549

Regardless of what one may think of Nicole Kidman as an actress, I believe she's perfectly 'on brand' for Etihad in terms of what she conveys to a mainstream and high-end audience in line with Etihad's cabins, lounges and general premium positioning. And these pics are stunning, like something you'd see in a Vogue or Vanity Fair article. My 2c is that Etihad has (once again) knocked this one out of the park.

Virgin Australia - Velocity Rewards

24 Oct 2011

Total posts 33

Nicole is a perfect fit for this Australian campaign IMO. Classic elegance and sophistication yet still thouroughly modern and engageing. 

The video is beautifully excecuted but Etihad's perference for down-the-barrel stares to-camera in the still images feels a little intense. 

Qantas - Qantas Frequent Flyer

10 Jan 2013

Total posts 700

Nicole is a big name compared to Danni, but Nicole is perhaps a bit too ubiquitous and not too fussy about what she'll flog. I do however love that shot of her in the First Apartment seat looking like she's in a period English film about to go for a ride out on the manor estate (it looks good but also marginally funny, like she's got her horse next door and is about to go galloping down into the Business cabin to scare the peasants lol). Interesting Etihad is giving favour to Australian identities (even if they really reside elsewhere these days).

Virgin Australia - Velocity Rewards

21 Aug 2013

Total posts 139

Good LORD woman, take your foot down off the seat! #tacky


10 Sep 2014

Total posts 25

Not  too fussed either way on the personnel choice.. I think the product ôffering speaks for itself here.


11 Jul 2014

Total posts 904

Should be interesting flying O/S in 6 months time with the amount of new planes being acquired, volume is the key to any business.

Qantas - Qantas Frequent Flyer

06 May 2012

Total posts 179

Has there been a delay with the launch of the A380? I was scheduled to fly on it in July from Sydney but now I am back on the A340-600. Looked and all the flights about then are on that or a 777?

actually booked through Sydney just to try the A380 in j. 

Qantas - Qantas Frequent Flyer

06 May 2012

Total posts 179

So I can now see I am just unlucky, Fri & Sunday are both A380 so for some reason the Saturday flight is unluky. Ah well always next time i guess.

Emirates Airlines - Skywards

28 Nov 2014

Total posts 2

Pity the Butler let Etihad down by incorrectly setting the knives with blades facing outwards !

Qantas - Qantas Frequent Flyer

01 Mar 2013

Total posts 177

Much Appreciated David, Thankyou.

Leaving Ms Kidman & Minogue aside I'm more interested in scheduling. As I have quite a bit of business in Abu Dhabi I'm still flying QF or EK through Dubai and then taking a car into Abu Dhabi. If Etihad could be firm with dates for the aircraft with the new configuration it would be appreciated. 

Qantas - Qantas Frequent Flyer

26 May 2013

Total posts 33

This ad is the closest I'll get to the very exclusive end of Qatar air 380. And whilst I am on here.... Lay off Nicole.  National treasure 

05 Aug 2011

Total posts 16

She has he OWN private jet, so it must be the $$$$$$$ they flashed at her to do the add!!!

Qantas - Qantas Frequent Flyer

17 Mar 2013

Total posts 6

Nice, but what is our Nicole doing, promoting the airline 100% owned by the government of the United Arab Emirates, the governemnt which has institutionalised the oppression of women and gays, and treats their foreign workers like scum.

18 Mar 2015

Total posts 3

I agree, Nicole is gorgeous. But I don't care who the high priced Ambassador is, it doesn't change my mind about who I choose to fly with. Is this really value for money to the airlines or are people that sucked in by the face of a celeb?

23 Nov 2012

Total posts 24

OK Etihad you have our attention, now show us the product and what you can offer.

11 Jul 2014

Total posts 13

How ironic the other week Kidman and her other half flew back to Australia from L.A. with QF.

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