Etihad partners with Mission: Impossible – Dead Reckoning Part One

Etihad Airways has announced that it is partnering with Paramount Pictures to celebrate the theatrical release of the Mission: Impossible – Dead Reckoning Part One feature film.

The film will be released globally in July and one of the filming locations was Abu Dhabi, Etihad’s home city, featuring the iconic sand dunes of the Liwa desert, as well as Midfield Terminal – Abu Dhabi’s upcoming new flagship airport terminal and Etihad’s future home in the latest movie trailer.

Etihad’s First and Business class passengers 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. The in-flight entertainment in all classes will be featuring Mission: Impossible content.

The carrier will also be celebrating the film’s release with a co-branded marketing campaign containing bespoke content and flight specials.

A dedicated Mission: Impossible channel on E-BOX, Etihad’s in-flight entertainment service, will be available later on, featuring all seven of the Mission: Impossible films to date, as well as exciting 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, said: “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.”