China Airline

Who’s the true Queensland connoisseur? Japan vs. France. Who’s the true Queensland connoisseur? Japan vs. France.

Name

Promotion on China Airline’s Queensland route

Objective

Promote China Airlines’ Taipei to Brisbane route. Our goal is to attract Taiwanese consumers with Queensland’s special touristy spots.

IDEA

Who is the true Queensland connoisseur? Japan vs. France.

Queensland proudly boasts of all kinds of amazing outdoor adventures. In order to make Queensland appeal to younger consumers, we invited Mondo, a Japanese celebrity and Fabio, a France celebrity to be on our reality TV show. The audience got to experience Queensland’s beautiful sceneries and fun-filled outdoor activities through Fabio and Mondo’s friendly but fierce competitions.

What we did

First Wave

  1. Flew Mondo and Fabio to Queensland to produce the show.
  2. Revealed the information before the trip and had fans vote to predict the winner.
  3. Advertise the Queensland route targeting Mondo’s and Fabio’s fans to create a first impression.

Second wave

  1. Mondo and Fabio both shared the show in their facebook groups. Consumers who watched and shared the video can enter a lucky draw to win airline tickets to Queensland.
  2. Smartly allocated ad budget on users who had interacted with the videos to create successful results.
Campaign site Campaign site - first wave
Campaign site Campaign site - first wave
Campaign site Campaign site - second wave
Campaign site Campaign site - second wave
Shares on social Shares on social
Southwest outdoor ad Southwest outdoor ad
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Cebu Route Promotion Cebu Route Promotion

Name

Cebu Route Promotion

Objective

Promote China Airline’s new Cebu route. Attract consumers with Cebu’s favorite touristy spots.

IDEA

24-7 Happy Hours!

We revealed Cebu’s abundant and affordable activities. With just a short flight, you’ll get to experience what a tropical island has to offer. From morning to night, there are always things to do.

What we did

Campaign site

  1. List all the activities that you can do in 24 hours
  2. Pin all the spots and create a map for all the fun activities.
  3. List China’s airline’s ticket prices and tour group’s itineraries so it’s easy for consumers to look for what they want.

MRT Outdoor Ad

Ads on MRT platforms. Beautiful pictures of Cebu combined with China airline’s image to notify people of the new Cebu route.

Digital ad Digital ad
Digital ad Digital ad
Facebook Ad Facebook Ad
Zhongxiao Fusin MRT Station Zhongxiao Fusin MRT Station
Print ad Print ad
Campaign site
Campaign site Demo
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Name

Promotion on the Melbourne route

Objective

Attract consumers with Melbourne’s culture and lifestyle to increase ticket sales.

IDEA

A Surprise On Every Corner

Melbourne has been selected as the most livable city in the world for 7 consecutive years. It is famous for its art festivals, Christmas in July, and cafes. Our campaign successfully delivered the idea that there’s a surprise on every corner in Melbourne making Melbourne a desirable destination for consumers.

What we did

Digital Melbourne Cafe Map

  1. List 10 most hip cafes in Melbourne.
  2. Consumers can pick their favorite one on google map and create their own personalized café map so they can find it when they go to Melbourne.
  3. Share the café map to facebook to get a Louisa coupon.

Cross-over collaboration

  1. We’ve introduced Australian lattes to Taiwanese consumers via collaboration with Louisa’s 10th anniversary. All Louisa’s cafes were decorated with Melbourne’s elements.
  2. Buy two Australian lattes to get a Melbourne coffee map and enter a lucky draw to win round-trip tickets to Melbourne.
  3. Press event with Chris Wang being Louisa’s guest café manager to spread the Louisa X China Airline promotion.

Celebrity Collaboration

  1. We flew Chris Wang’s family to Melbourne and have him live stream on facebook at designated spots.
  2. Promote Melbourne route targeting Chris’s fans.
  3. Re-promote by using Chris’ s live stream videos on the campaign site.

B2B event

  1. China Airline held a year end party on a boat with Melbourne tourism office for the tourism industry.
live stream video
Chris’s live stream videos
Campaign site
Campaign site home page
Campaign site
Campaign site - first wave
Campaign site
Campaign site - second wave
Campaign site
Campaign site - third wave
華納威秀戶外廣告
Vieshow Cinemas outdoor ad
Driving ranch
Driving ranch
Louisa collaboration
Louisa collaboration
Louisa collaboration
Louisa collaboration
Louisa collaboration
Louisa collaboration
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New additional flights to SF New additional flights to SF

Name

New additional flights to SF

Objective

Spread the news of newly added flights to SF to increase sales.

IDEA

San Francisco has long been a touristy hot spot.

We incorporated San Francisco’s famous touristy locations into our cross-over campaign with Carrefour, one of the biggest wholesale companies in Taiwan to attract their heavy flow of consumers. We’ve also built a mobile coffee van that sells Blue Bottle Coffee from San Francisco to create an authentic San Francisco experience.

What we did

Campaign site

  1. Fans can pick their favorite touristy spot in SF and check in on Facebook to win a discount for online shopping at Carrefour.

Cross-over with Carrefour

  1. Target: Families. We want families to choose China Airlines when their kids are studying or working abroad. Enter to win a ticket when spending $2,000 at Carrefour.com. Carrefour helped advertise the campaign on their facebook, official site, and mobile app.

Physical Event

  1. Target: Tech people who travel frequently to Silicon Valley. Built a coffee van and drove the van to the tech parks in Taipei to give away Blue Bottle coffee. Every coffee cup has a sleeve with China Airline’s promotion code on it.
廣告稿 Campaign site
Campaign site
Campaign site Demo
Zhongsan MRT Exit 4 Zhongsan MRT Exit 4
Carrefour online shopping Carrefour online shopping
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