Issue seven September 2009
Etihad Airways has in the last quarter seen a number of significant developments in product, sponsorship and network development. While these are challenging times for the aviation industry, the Middle East continues to defy the trend by reporting growth in traffic. Etihad views this as a time of opportunity and has sustained a strategy of measured and controlled growth. Through continued investment in product, fleet and people, the carrier continues to demonstrate its strong confidence in Abu Dhabi and its future. Following its record-breaking aircraft order at the Farnborough Airshow in 2008, Etihad Airways placed engine orders for those planes at the Paris Air Show at Le Bourget in June. If all options and purchase rights are exercised, the total number of engines will be 469, at a list price of US $14 billion, including maintenance contracts. Etihad recently unveiled new state-of-the-art first and business class cabins to once again raise the bar for in-flight experience. Recognising the challenges ahead, Etihad is, through its investments and product innovation, establishing the foundations to be an undisputable market leader when the market recovers. Etihad will also launch flights to Chicago, Cape Town and Hyderabad in third quarter of 2009. In its five year history Etihad Airways has successfully used sports sponsorship to build its brand. In May, the airline announced its biggest deal to date as official club and shirt sponsor of Manchester City Football Club which plays in the English Premier League. In addition to the use of the Etihad logo and branding at the City of Manchester stadium, the deal will see the airline and club work together on several projects including tours to Abu Dhabi and community-based schemes for youngsters. And as the football season is underway, excitement is building as Abu Dhabi accelerates towards the capital’s inaugural Formula 1™ Etihad Airways Abu Dhabi Grand Prix on November 1.
Our network Focus on: Istanbul and Cyprus
Our sponsorships Focus on: Etihad Crystal Cargo, Etihad Holidays and Etihad Guest loyalty programme Focus on: Formula 1TM Etihad Airways Abu Dhabi Grand Prix
Abu Dhabi stole the limelight at the Paris Air Show in June, with a series of deals further cementing the Emirate’s growing status as a global aviation centre.
Abu Dhabi on the rise as aviation hub
Etihad Airways made the biggest headlines at this year’s Paris Air Show with an engine deal worth up to US $14 million, the largest engine order in commercial aviation history. The airline selected GE Aviation, Rolls-Royce, Engine Alliance and International Aero Engines (IAE) to power the new aircraft it ordered at last year’s Farnborough International Airshow (see page 6). Meanwhile, Mubadala Development Company signed an agreement with General Electric (GE) to expand the firm’s maintenance, repair and overhaul (MRO) network in the Middle East. GE Aviation and its affiliates will provide technical support and services to Mubadala’s affiliate MRO companies, Abu Dhabi Aircraft Technologies and SR Technics, including technical and corporate training support, comprehensive material support and the granting of licenses to service certain GE engines. Under the cooperation agreement, Abu Dhabi Aircraft Technologies will become the world’s first maintenance, repair and overhaul provider for the GE Aviation GEnx engines, an engine Etihad has ordered to power its 35 new Boeing 787 aircraft. Abu Dhabi Airports Company (ADAC) also made a number of important announcements in Paris, including a deal to develop a major aviation and aerospace centre at Al Ain International Airport.
Irena HQ comes to UAE
Abu Dhabi will be the new home for the headquarters of the...