Terry Daly, Executive Director Guest Experience Brand & Marketing, Etihad Airways said: “Our safety video needed a refresh including the safety messaging requirements due to Covid. This new video goes beyond its main purpose of educating guests about essential safety information, it also reflects our brand and personality, while leveraging the very best of our beautiful home, Abu Dhabi.”
The video is set at Louvre Abu Dhabi, with Etihad’s very own cabin crew demonstrating safety features of the aircraft and other Etihad employees acting as guests.
Emirati voice-over artists were used to voice the video in English and Arabic. To further ensure a consistent guest experience, the accompanying music is part of Etihad’s new signature sound collection which is used across the airline for a variety of touch points. The sonic branding is inspired by Abu Dhabi and is an eclectic mix of Emirati and international instrumentation and arrangements, played by musicians from the UAE and around the world.
Etihad’s new safety video will be progressively rolled out starting with the airline’s Boeing 787 Dreamliners in April 2021.
To protect health and safety, the new video was filmed following strict Covid safety protocols, including all cast and crew having to present a negative PCR test.
