Etihad

Etihad’s brand promise is to bring the world to Abu Dhabi. Inspired by the UAE capital, the launch of our sonic identity is an expression, not just of our home, but of our culture. It is an eclectic mix of Emirati and international instrumentation and arrangements, played by musicians from the UAE and around the world. Etihad guests will hear dozens of bespoke music tracks which have been built from the same sonic DNA when on board our aircraft, in our lounges, at events, when calling the contact centre, on the radio or when watching our videos

Amina Taher, Vice President Brand, Marketing & Sponsorships

From booking to landing to sharing

From the world to Abu Dhabi

Challenge

ETIHAD WILL BE THE FIRST AIRLINE TO TAKE YOU ON A JOURNEY OF SOUND SO FAR AWAY

 

Etihad is a global leader in the airline industry, where competition is growing with every low-cost option and high-tech innovation. To maintain a leading position and to continue to be an exceptional reference in the industry, Etihad recognized that they needed to create a stronger brand experience, at every touchpoint, and could only succeed by going beyond their visual assets.

Sonic identity

Etihad Airways is proud of its heritage and aims to bridge diverse cultures by welcoming the world to Abu Dhabi. The authenticity of the music is thus a key factor to convey the brand’s Emirati roots. Musicians from the region, experts in traditional instruments such as the ney, kanoon and oriental percussion, we flown in to record live and capture that authentic essence.

 

Additionally, Sixième Son was inspired by the traditional Al Sadu weaving method; an emblematic Emirati craft that requires both skill and creativity. Mirroring the motion of weaving, we blended traditional instruments with organic and electronic textures, making them over and respond to one another, to produce a complete sonic identity, unique to the Etihad experience.

Results

FROM BOOKING TO LANDING, MUSIC GUIDES THE TRAVEL JOURNEY

Etihad’s sonic branding accompanies the traveler through each phase of their journey. The sonic identity has been integrated across all touchpoints, from digital communication, TVCs, terminals and, lounges, to the ultimate experience and onboard the aircraft.

 

A first for both Etihad Airways and Sixième Son, the Etihad sonic brand won Gold in the Transform Awards Middle East and / Africa for “Best Use of Audio Branding”, truly setting new, higher standards in the industry.

Credits

CLIENT LEAD

Amina Taher – Vice President Brand, Marketing & Sponsorships
Ansar Babu – Marketing Management | Campaign Development | Digital Marketing | Marketing and Sales Strategy | Brand Management
Aishwarya Nambiar – Brand Strategy | Brand Management | Global Marketing | Digital Media
Simon Kamsky – Senior Marketing Manager Europe & North America
Aishwarya Nambiar – Brand Strategy | Brand Management | Global Marketing | Digital Media

AGENCY

Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Anne-Sophie Moretti | Ella Duda – International Project Director
Julien Goris | Vincent Turbé – Art Directors
Marion Combes, Alice Lépine, Alexis Mangou, Pierre Moreau, Ianis Mauraisin, Eric Caissy – Designers
Valentin Fleur – Head of Strategy / Managing Director Canada