AIR CHINA (work-in-progress, confidential)
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Brand awareness + launch videos
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These are the stories of individuals who travelled across the globe to realize their dreams. Air China connected them to their adventures and life-changing experiences.
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opportunity
With a shift in consumer values to experiences that bring happiness and well-being, over material things, travel has been a growing sector. Air China saw this as an opportunity to launch the global campaign “Land Your Dream”. While the campaign was well-received in China, there was a lack of brand awareness in the US as most Americans were not aware that Air China had routes beyond destinations in China.
solution
In order to emotionally connect with various travelers we dove deeper into the travelers’ mindset. We suggested to Air China that instead of just featuring the 2 types of travelers—leisure and business, we take into account families too, as traveling with kids is a completely different experience. Having the 3 types of travelers also provided us an opportunity to showcase the various types of cabin class in their brand new airplanes. In these stories, Air China world-class standard was personified by the flight attendants as they provide quality service and care for their passengers.
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