Deputy general manager of Air China European headquarters Xu Peng receives the “Chinese Global Brand Builder Excellence Award” from Zhang Guohua, president of CAA
Air China, a state-owned brand which leads in going global, was recently invited to the House of China gathering during the Cannes Lions festival. During the event, organized by Modern Advertising magazine and China Advertising Association (CAA), Air China was presented with the “Chinese Global Brand Builder Excellence Award” – the latest recognition of its brand icommunication project “Land your dream”.
The House of China was a platform for Chinese leading companies to communicate with the international market. Air China leveraged the event to showcase the “land your dream” project, broaden its international perspective, share its voice with the world, improve its profile and impact in the international market and further its global strategy.
“Land your dream” was officially launched in April 2018, mainly in Chinese and European markets, and has attracted global attention within the industry. It was based on extensive research aimed at ensuring maximum effectiveness. After the new ads and print visual had been launched, Air China employed local and international media resources, as well as an integrated multi-dimensional communication platforms, to improve awareness and help build a leading brand.
Emotional resonance
Air China deputy general manager of European Xu Peng said at the event: “With a series of innovative brand promotion videos and print ads, multi-channel media and opinion leaders, innovative H5 (moblile website) interaction and brand activities, we clarified brand purpose and philosophy and established brand image and value through integrated marketing.”
He added that in China the campaign reached 181 million people through all channels.
“In the European market,” he continued, “we tried to reach the audience more deeply and resonate with overseas audiences emotionally through active cooperation with media and opinion leaders, as well as different offline customer experiences. Air China partnered with three powerful international communication companies for the new brand image project: JWT, Burson Cohn & Wolfe and MediaCom. Thanks to this cooperation, the project has been highly effective. The brand’s activity increased significantly, which prompted the increase of brand’s equity, and further improved brand awareness, familiarity, flight occupancy rate, brand loyalty and recommendations.”
The “land your dream” campaign will continue to run in China and key international markets. Air China says it will optimize its network of domestic and international airline routes to “fulfill the needs of passengers, provide a service experience with convenience, safety and comfort, and help customers realize their dreams.”
