Etihad to mark latest Mission: Impossible release with a co-branded marketing campaign

Etihad to mark latest Mission: Impossible release with a co-branded marketing campaign

Parts of the film were shot in airline’s home city of Abu Dhabi

Etihad Airways is teaming up with Paramount Pictures to celebrate the theatrical release of Mission: Impossible - Dead Reckoning Part One.

The next instalment of the epic action franchise, written and directed by Christopher McQuarrie, was partially filmed in Abu Dhabi and filmgoers can catch a glimpse of the city and its new flagship airport terminal when the film is released on 12 July. 

From June to August, guests flying in Etihad’s First and Business cabins will be treated to a cinema-style movie snacks menu and can indulge in themed mocktails such as Mission Accomplished, Undercover Sipper, Secret Agent and Thyme’s Up. 

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In addition to the onboard experience, Etihad will be celebrating the film’s release with a co-branded marketing campaign featuring bespoke content and flight specials with “self-destructing offers”.

Later in the year, guests travelling on Etihad will be able to experience a dedicated Mission: Impossible channel on E-BOX, its inflight entertainment service. The channel will feature all seven of the Mission Impossible films as well as behind-the-scenes content.

Etihad Airways vice-president brand, marketing and sponsorships Amina Taher said: “We are thrilled to be able to give millions of guests the opportunity to enjoy the Mission: Impossible films during their Etihad flight and to showcase the film across our global network.”


Paramount Pictures senior vice-president worldwide marketing & partnerships Irene Trachtenberg added: “We are happy to partner with Etihad and to shoot in Abu Dhabi once again. Having Etihad aircraft and cabin crew authentically in the movie celebrates our appreciation of the warm welcome Abu Dhabi gave to our production.

“Our partnership with Etihad will help to reach Mission: Impossible fans globally as they can watch the previous Mission: Impossible movies on the in-flight entertainment as they fly to, from or through Abu Dhabi on their own missions.”

This is the third time the blockbuster movie series has chosen the UAE as a location, with Mission Impossible: Ghost Protocol being the first of the franchise to be filmed in the country in 2011.

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