Etihad Airways Picks Cheil Worldwide and Barbarian Group for Its Westward Expansion

As UAE-based carrier reimagines luxury

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In March, Etihad Airways made headlines with a new ad campaign—created by M&C Saatchi and starring Nicole Kidman—aimed at redefining luxury in the context of business travel.

Now, Cheil Worldwide and New York-based, tech-centric creative agency Barbarian Group have been chosen to handle digital and social-media marketing duties for the United Arab Emirates-based airline as it seeks to cement its presence in the West.

Last year, Etihad added 10 new destinations to its roster and reported more than a 50 percent jump in net profits as it pulled closer to chief competitors Qatar Airways and Emirates, which Adweek recently called "the world's most glamorous airline."

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