March 3, 2024

Etihad Airways partners with Mission: Impossible

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 action franchise, written and directed by Christopher McQuarrie, will be released globally beginning 12 July. Among other locations, the movie was also shot in Abu Dhabi, Etihad’s home city.

From June to August, guests flying in Etihad’s First and Business cabins will be treated to a cinema-style Movie Snacks menu and themed mocktails such as Mission Accomplished, Undercover Sipper, Secret Agent and Thyme’s Up. All Etihad guests will enjoy inflight entertainment featuring Mission: Impossible content.

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. Fans around the world will get to travel on their next mission with a movie themed experience.

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 series as well as behind-the-scenes content.

Amina Taher, Vice President Brand, Marketing and Sponsorships, Etihad Airways, said: “The Mission Impossible blockbusters are a phenomenal series and we’re incredibly proud to partner with Paramount Pictures to showcase Etihad and Abu Dhabi to the world. 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.”

Irene Trachtenberg, SVP, Worldwide Marketing & Partnerships, Paramount Pictures, commented: “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 inflight entertainment as they fly to, from or through Abu Dhabi on their own missions.”