Etihad Airways, the national airline of the United Arab Emirates, today launched its new Arabic language Facebook page to a global audience.

The roll out of the Arabic social media offering complements the airline’s existing English language Facebook page, launched in March 2011 and now has more than 270,000 ‘fans’.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Reaching out to our guests through popular social media sites is an increasingly important way of raising the profile of the Etihad Airways brand and communicating news and initiatives.

“Our Arabic social media strategy supports the Abu Dhabi government’s vision and commitment to position the capital as a global centre of excellence in Arabic content creation.”

The dedicated Arabic Facebook page is one of only a few in the world created by an airline. It will act as a medium for Arab speaking customers to gain access to privileged content, view the latest news, participate in competitions and directly engage with the brand through localised Arabic content.

The page will also empower Arabic speaking customers to become active brand advocates by allowing them to spread the word online and help create a “buzz” about the airline – an important social media function.

The UAE flag carrier will continue to expand its Arabic social media presence and in the coming months plans to launch an official Arabic brand account on Twitter and extend social media customer service to 24/7.