ABU DHABI (ALETIHAD)

Etihad is offering travellers more than destinations as it pivots to meaningful journeys. It marks a shift in philosophy and ambition at the Abu Dhabi airline which plans to fly to 150 destinations over the next decade while investing $20 billion in new aircraft.

The national carrier on Monday launched a new brand campaign that features everyday heroes and stars like Manchester City and Norwegian footballer Erling Haaland.

Etihad is signaling pride and ambition as it seeks to go beyond destinations to provide experiential journeys to travellers. It’s the journey that needs to be savoured, according to officials.

The airline has roped in achievers from various fields for its Beyond Borders campaign that was filmed in Abu Dhabi, Nairobi, New York, Phuket and Paris.

Regular heroes include Suaad Al Suwaidi, the first female Arab wildlife photographer and conservation storyteller; Arivu Ravikkumar, Executive Chef at Abu Dhabi's Erth, who moved from Chennai to the UAE, and earned his first Michelin star; Nosarieme Garrick, Nigerian Emmy-nominated filmmaker; Florian Dagoury, French world-champion freediver; and Chun-Wing Lam, the first Chinese male dancer at the Paris Opera Ballet.

Familiar names include Oscar Piastri of McLaren Racing, who’s travelled a long way from Australia to the top of international motorsport.

There are also Chennai Super Kings’ Prashant Veer, Ayush Mhatre, Ruturaj Gaikwad and Gujapreet Singh, and Indian shuttler PV Sindhu in the latest line-up of sporting heroes unveiled by the airline.

“Every route we fly, every guest we carry and every partnership we build reflects the same ambition that Abu Dhabi was built from,” said Etihad CEO Antonoaldo Neves of the new brand campaign.

He added that the airline is staying true to its identity, and its purpose, which is a reason to reach further. "Everything we've built as an airline over the past 23 years reflects that,” he said.

“For every guest who flies with us, we believe that some journeys take you beyond the destination, and we're here to help you make that journey.”