Actress Nicole Kidman is the face of Etihad Airways' new 'Flying Reimagined' brand campaign.
Etihad Airways this weekend launched its new global brand campaign with the worldwide premiere of a new television commercial.
Nicole Kidman is both star and narrator of the feature. But not everybody is happy about it.
A union representing 25,000 American flight attendants says the airline's policies towards female staff are at odds with Kidman's role as a UN ambassador for women.
According to the Guardian, in an open letter to Kidman, Laura Glading, president of the Association of Professional Flight Attendants (Apfa) wrote an open letter to Kidman that read: "Last month, on 8
March, International Women's Day, you said, 'I envisage a world where all women and girls have equal opportunities and rights ... Now is the time to step it up'.
"Later that very same week, we saw that you had begun appearing in a new campaign for Etihad, a company that the Wall Street Journal has publicly reported 'may fire women if they become pregnant' and forces flight attendants to live in 'confinement' in secure compounds'
"These are the types of conditions that Apfa fought to eradicate decades ago in the United States."
Etihad rejects the allegation, and, according to Biz Journals, in a statement Etihad officials say their female cabin employees get full compensation when they are pregnant and are given ground duty for the duration and have the option to take maternity leave. They can return to flying duty when they return to work.
The commercial was shot onboard Etihad Airways' new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi. The campaign also features a digitally created scene of Kidman in the interior of the soon-to-be opened Louvre Abu Dhabi, celebrated architect Jean Nouvel's futuristic showcase of modern architecture, influenced by the light and geometric patterns of the Emirate.
Peter Baumgartner, Etihad Airways Chief Commercial Officer said: "Etihad Airways is constantly pushing boundaries, taking inspiration from the world to provide a superlative in-flight experience for our guests. We are rewriting the rule book and reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality. This new campaign has succeeded brilliantly in bringing our unique brand and service ethos to life on film, in print and on digital channels.
"Nicole Kidman, as a globally respected artist, was the perfect voice and face for our story, and embodies worldly sophistication, intelligence, originality, and elegance - values which form the foundations of the Etihad brand."