Etihad Airways has unveiled a special 'Visit Abu Dhabi in 2011' color scheme on a newly delivered Airbus A330-300 as part of the airline's...

Etihad Airways has unveiled a special ‘Visit Abu Dhabi in 2011’ color scheme on a newly delivered Airbus A330-300 as part of the airline’s new ‘Essential Abu Dhabi’ marketing campaign.

The Etihad Airways aircraft performed a celebratory flight from Abu Dhabi around the United Arab Emirates, with a group of special needs children from Zayed Higher Organization for Humanitarian Care and Special Needs, taking in some of the country’s top landmarks.

Key partners of the Essential Abu Dhabi initiative, which aims to enhance the emirate’s position as a leading tourism and MICE (meetings, incentive travel, conferences and exhibitions) destination were also on board. They included officials of the Abu Dhabi Tourism Authority and Abu Dhabi media representatives.

Etihad Airways' 'Visit Abu Dhabi in 2011'-liveried Airbus A330-300 performed a celebratory flight around the United Arab Emirates on February 15, 2011 carrying this group of guests, to mark the carrier's 'Essential Abu Dhabi' marketing campaign

The unveiling of the specially painted three-class Airbus A330-300, which features the airline’s new Diamond First Class cabin and which will fly to London, Geneva, Frankfurt, Paris and Mumbai as part of the Essential Abu Dhabi campaign, was the first of a number of promotional activities planned in the coming months for the Essential Abu Dhabi initiative.

“The unveiling of this new aircraft livery with our message to the world to come and Visit Abu Dhabi further underlines our commitment to the growth and awareness of Abu Dhabi, not only as a tourist destination but as a place to do business in a dynamic and friendly environment,” said Peter Baumgartner, Etihad Airways’ chief commercial officer, on board the special flight.

“Since we launched the Essential Abu Dhabi marketing campaign with our partners, we have seen a tremendous amount of excitement and interest from people right across the globe, as well as with local audiences,” Baumgartner added.

Etihad Airways painted this Airbus A330-300 in a special 'Visit Abu Dhabi in 2011' color scheme for delivery of the aircraft in February 2011, as part of the airline's 'Essential Abu Dhabi' marketing campaign

The initiative, which for the first time brings together all of Abu Dhabi’s major tourism operators, is designed to promote the best the UAE’s capital has to offer through a wide range of deals in hotels, dining outlets, shops, adventure parks, cultural attractions and sports facilities.

Using the ‘Pass to the Magic’, an Etihad Airways boarding pass, visiting tourists and business travelers are invited to spend time in the emirate to sample the wide array of free or discount offers available through the various ‘Essential Abu Dhabi’ partners.

The website provides dedicated pages for hotels, restaurants, Yas Island, entertainment, shopping, arts and culture, adventures and golf, while an ‘Essential Abu Dhabi’ on-board brochure is available for passengers to pick and choose from.

A good idea of Etihad Airways' attractive 'Visit Abu Dhabi in 2011' color scheme can be obtained from this close-up photograph of the Airbus A330-300 which bears the special livery

“We wanted to provide a convenient ‘one stop shop’ that will serve as both a directory for the city whilst providing exclusive offers on a range of products and services for our visitors,” said Baumgartner.

To take advantage of the offers, visitors on flights to Abu Dhabi simply present their Etihad boarding card at participating outlets to redeem the offers within seven days of arriving in the city.

Etihad Airways styles itself as the national airline of the United Arab Emirates. The airline was set up by a Royal Decree in July 2003 and Abu Dhabi, the capital of the UAE, is Etihad Airways’ hub. The carrier started commercial operations in November 2003.