Etihad's New 'Beyond Borders' Campaign - Thoughts?

So I just read about Etihad's new campaign called 'Beyond Borders'. They're really pushing the idea of ambition and human potential, which is interesting. Seems like they're also making Abu Dhabi a big part of their strategy, highlighting it as their home base.

I think it's cool that they're expanding to over 150 destinations now. Shows they're really investing in growth. Wonder how this will affect their service and ticket prices though.

What do you guys think about airlines launching these big campaigns? Do they really make a difference, or is it just marketing fluff? Also curious if anyone's flown with Etihad recently-how's the experience been with all these changes?

I think these campaigns are mostly about branding and creating a buzz. They want people to associate Etihad with innovation and ambition, which helps build loyalty. But you're right, the big question is how it'll affect prices and service. I flew with Etihad a couple of months ago, and the service was solid, but I didn't notice any major changes. Curious if they'll keep it up with all these new routes. Anyone else noticed any differences recently?