Etihad's new brand campaign

Etihad's new brand campaign

The phrase " The world is our home and  you are our guest" is catchy in a sense that might provocate more established aviation companies, where focus lies on customers and less on guests. The purpose is to make a bold brand statement and tell the world a brand story. However, the question is what value will this add to the Etihad brand and how does this make Etihad different from its competitors? The future will tell whether going global will infuse even more fierce competition at home with older sister Emirates.