Few airlines would have the financial muscle to use both a high-grade movie star and expensive filmmaking kit for an ad campaign.
But this is Etihad, one of just a handful of carriers who seem to have a bottomless treasure chest to maintain their brand marketing.
The Middle East-based airline has this week launched a major new campaign with movie starlet Nicole Kidman, known as "Reimagine", with a claim to be showcasing the first time a Hollywood A-list star has appeared in a "fully immersive virtual reality film".
The initial centrepiece of the activity is a virtual reality film where Kidman wanders around the airline's Airbus A380 aircraft, including its famed suite, The Residence.
Viewers can watch the film on Oculus Rift and Google Cardboard headsets, or via a YouTube clip where they can control the camera's position.
The film was created by the Barbarian Group with MediaMonks.
MediaMonks global director of VR, Ola Björling, says:
"As the most multidisciplinary medium there is, virtual reality relies more heavily on craft and execution than anything before it. We believe the display of artistry in every facet of this production is setting a new benchmark for live-action VR."
So pleased is it with the content for the campaign, Etihad has inevitably now released a "Making Of..." clip as well.