Etihad Airways, the national airline of the United Arab Emirates, announced the signing of the internationally acclaimed pop-rock band from Pakistan, Strings, as the airline’s new brand ambassador.

Having won numerous national and international awards, Strings have spent over two decades promoting their music in Pakistan and across the world, acquiring a huge fan following.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “I am personally looking forward to witnessing how the Etihad brand name reaches across the world through the music of Strings. Pakistan is one of Etihad’s key markets and we are pleased to help promote and work with Strings as leading celebrities from this region.”

Faisal Kapadia, lead vocalist of Strings said, “Etihad Airways has emerged as one of the biggest names in the airline industry in such a short span of time. It has been our favourite airline for some time now and we are extremely proud to be associated with the world’s leading airline.”

Etihad Airways and Strings are working on a series of exciting new initiatives during 2010 – across the world. Together Strings and Etihad Airways aim to promote music and culture in Pakistan and around the world.