MUMBAI: Etihad Airways has launched a new television commercial and supporting digital media campaign for the global audience.

Titled ‘Why‘, the campaign focuses on why millions of people prefer Etihad Airways over its competitors.

Conceptualised and created by M&C Saatchi, the television commercial will be shown on pan-regional television media across Europe, the Middle East and Africa in addition to country specific stations in the UAE, India, France, Germany, Ireland, UK, United States, Pakistan and Australia.

This is the first commercial written by Etihad Airways‘ recently appointed global agency, M&C Saatchi.

Etihad Airways chief commercial officer Peter Baumgartner said, "The marketing campaign shares some of the secrets of our success with a worldwide audience and shows how, in less than nine years of operations, we have carried more than 40 million passengers and become synonymous with providing customers with the highest levels of hospitality and service.

The commercial, which is translated into Arabic, French, German and Chinese, shows people enjoying a day at the beach who are surprised to see an Etihad A340 fly past, trailing a giant message.

The tail fin message, and interest driven by the commercial, invites viewers to visit the specially developed microsite and other digital platforms in order to find out more, the company said.