Etihad Cargo has launched its first campaign under Etihad Airways’ new Beyond Borders brand platform. The campaign brings the airline’s refreshed brand to life through a cargo lens, celebrating the role of air freight in connecting people, communities, and economies across the globe.

“Every shipment tells a story. It's never just an address. It represents trust, care and a connection that makes a real difference in people’s lives,” said Stanislas Brun, Chief Cargo Officer, Etihad Airways. “By adapting Beyond Borders for cargo, we are showing how freight is more than the movement of goods – it is a vital force linking families, sustaining businesses, and keeping global supply chains moving.”

Through striking visuals and storytelling, the campaign humanises cargo, highlighting how fresh produce, pharmaceuticals, luxury goods, live animals and other consignments are not just boxes in transit – they are lifelines that impact daily life worldwide.

The launch also reflects Etihad Cargo’s focus on collaboration, with the campaign emphasising the strength of its partnerships in ensuring resilient supply chains and timely solutions that transcend borders.

Alongside the campaign, Etihad Cargo will be launching its refreshed etihadcargo.com on the 9th of October aligning the digital platform with Etihad’s updated brand. The new site offers a cleaner interface and enhanced features, including simplified booking and tracking tools and the ability for customers to monitor claims in real time, reflecting the airline’s ongoing focus on transparency and efficiency.