Etihad Airways’ virtual reality film, starring Academy Award-winner Nicole Kidman, has won Best Original Video at the 2016 APEX Awards which were presented in Singapore this week.
The five-minute feature, titled ‘Reimagine’, takes viewers on a multi-sensory journey following Miss Kidman through an Etihad Airways’ Airbus A380 on a virtual flight between Abu Dhabi and New York.
On board, the viewer encounters a number of characters including the actor, a film director and an opera singer. They also interact with a Savoy-trained Butler in The Residence, the airline’s exclusive private three-room cabin, an Onboard Chef in First Class, a Food and Beverage Manager in Business Class, and a Flying Nanny.
Etihad Airways’ Chief Executive Officer, Peter Baumgartner, expressed his delight at the win.
“Our aim with Reimagine was to tell the Etihad Airways story in a new and innovative way, using cutting-edge technology to immerse viewers in the guest experience in first-person.
“Its virtual reality format delivers an experience that’s as near as possible to flying in our A380 – an outcome that traditional formats such as video simply could not achieve.
“We are immensely proud of the 2016 APEX Award for Best Original Video. It proves yet again that we’re leading the way in innovation, best practice and intelligent communication.”
The film can be viewed by downloading the Reimagine VR app on iOS and Android at vr.etihad.com and using a virtual reality headset, such as Oculus Rift or Google Cardboard. It can also be viewed as a 360 degree video on Facebook and YouTube.
The Airline Passenger Experience Association (APEX) is a network of businesses and professionals that are committed to providing a world-class airline experience for passengers around the globe. Its annual Expo is the world’s most comprehensive trade show covering the entire passenger experience. The APEX Awards recognise excellence in cabin comfort, entertainment options, connectivity, and the overall experience. The APEX Award for Best Original Video was created to acknowledge airlines and/or their vendor partners for creating new video content such as an inflight safety video or airline promotional video.
About Etihad Aviation Group:
Etihad Aviation Group (EAG) is a diversified global aviation and travel group comprising four business divisions – Etihad Airways, the national airline of the United Arab Emirates, Etihad Airways Engineering, Hala Group and Airline Equity Partners. The group has minority investments in seven airlines: airberlin, Air Serbia, Air Seychelles, Alitalia, Jet Airways, Virgin Australia, and Swiss-based Darwin Airline, trading as Etihad Regional.
From its Abu Dhabi base, Etihad Airways flies to, or has announced plans to serve, 117 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of 123 Airbus and Boeing aircraft, with 204 aircraft on firm order, including 71 Boeing 787s, 25 Boeing 777Xs, 62 Airbus A350s and 10 Airbus A380s.
About The Airline Passenger Experience (APEX):
APEX encompasses a network of businesses and professionals that are committed to providing a world-class airline experience for passengers around the globe. As a non-profit, APEX reinvests all of its resources to better serve its members. Every day, APEX members evaluate the passenger experience through an influential community and are improving every aspect of the airline experience: from designing, building and installing seating, entertainment and communications systems on commercial aircraft, to airport lounges and inflight dining. APEX works to strengthen the industry and enable business opportunities through education, innovation, networking and recognition. For more information, please visit APEX.aero.
Directed by celebrated husband and wife team Anthony Atanasio and Valerie Martinez, Reimagine is a collaboration between Etihad Airways, Cheil New York and MediaMonks. It is the first fully immersive virtual reality movie starring a Hollywood actor.
The virtual reality film used cutting-edge technology and multidisciplinary mediums to bring to life the airline’s acclaimed guest experience and hospitality story, engaging the viewer in various sensory interactions on board the virtual flight. Each scene stimulates the viewer’s senses of light, sound, motion and conversation.