Etihad Cargo has rolled out its first campaign under Etihad Airways’ new Beyond Borders brand platform, aiming to reframe air freight as more than a transactional service. The initiative highlights the sector’s role in connecting communities and sustaining global supply chains.

“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 at 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.”

The campaign uses visual storytelling to emphasize the real-world impact of cargo shipments—from pharmaceuticals and fresh produce to luxury goods and live animals. It also underscores Etihad Cargo’s operational partnerships and its role in maintaining supply chain resilience.

Coinciding with the campaign, Etihad Cargo will launch a redesigned version of its website on October 9. The updated platform features a streamlined interface, improved booking and tracking tools, and real-time claim monitoring.

Etihad Cargo’s specialist product lines—PharmaLife, FreshForward, SafeGuard, and SkyStables—remain central to its offering, with the campaign imagery incorporating air waybill details to reinforce the carrier’s global reach and operational precision.