Etihad Airways, the national airline of the United Arab Emirates, has launched the second of three videos as part of its ‘Hosting the World’ campaign. The videos bring together experts from the fields of Formula 1, Music and Fashion from around the world, with their Emirati counterpart, hosted in the UAE.
For the latest video, the airline commissioned a unique piece of music, combining two distinctive styles, inspired by the remarkable journey the UAE has taken over the past 50 years. Having grown up in the UAE, renowned Canadian musician Karl Wolf was invited ‘home’ by the first Emirati slam Poet Salem Al Attas.
The medley of poetry and music was written between the two artists over a period of a week before Wolf travelled from his hometown of Toronto to the UAE capital to record and perform the track. It features lyrics celebrating the great achievements of the UAE as well as a warm welcome back for Karl to his beity (home) away from home.
Amina Taher, Vice President Brand, Marketing and Sponsorships, Etihad Airways said: “Poetry in the UAE is a celebrated art form, and this made it the perfect concept for Etihad’s ‘Hosting the World’ campaign which celebrates the spirit of the UAE. Through this campaign, we hope to inspire travellers to visit the UAE once again and explore the beautiful scenery shown in the video.”
The pair filmed the music video amongst the picturesque surroundings of Al Wathba, a Luxury Collection Desert Resort & Spa, just a short drive into the desert landscape from Abu Dhabi.
To find out more about the campaign, visit etihad.com/hosting