Etihad Airways has launched a new global brand campaign, "Beyond Borders," built around a $20 billion investment plan over the next decade in new aircraft, upgraded products and expanded guest services, the UAE's national carrier said Monday.

The campaign, anchored by a new brand film, is framed around the airline's growth since its founding 23 years ago and its ties to Abu Dhabi. As part of the strategy, Etihad said it plans to grow its network to more than 150 destinations, deepen partnerships linking the world to Abu Dhabi, and continue investing in its fleet and onboard product over the next 10 years.

Antonoaldo Neves, chief executive officer of Etihad Airways, said the campaign marked "a new chapter" for 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," he said. "This city gave us an identity, a purpose, and a reason to reach further, and everything we've built as an airline over the past 23 years reflects that."

Neves added that the campaign reflects the airline's broader approach to growth. "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," he said. "Beyond Borders is the lens we look through at the start of every journey and the attitude we use to break through every barrier; where others stop at the border, we go beyond it."

Etihad describes itself as the world's fastest-growing airline. The carrier, wholly owned by the Abu Dhabi government, has expanded its route network and fleet significantly in recent years as part of a wider turnaround strategy.

Source:PR