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
Booking - landing - sharing
From the world to Abu Dhabi
Challenge
ETIHAD IS THE FIRST AIRLINE TO TAKE YOU ON A JOURNEY OF SOUND
Though Etihad has always been a global leader in the airline industry, with the new low-cost travel options and high-tech innovations, competition is growing. In an effort to maintain a leading position in the industry, Etihad realized that, at every touchpoint, they needed to create a stronger brand experience. This 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. Sixième Son invited Emirati musicians, experts in traditional instruments such as the ney, kanoon and oriental percussion, to record live and capture the essence of authentic Emirati music.
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, a dance between traditional and modern sounds, producing a unique sonic identity that is true 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 contact points: digital communication, TVCs, terminals, and lounges, and onboard the aircraft.
For the first time 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 a higher standard in the industry.
Credits
CLIENT
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