Hong Kong Airlines-Mr. Chan

MR CHAN -HONG KONG AIRLINES

One of the most recognisable faces to have come out of Hong Kong is of course the actor and martial arts expert, Jackie Chan. As a result, it’s perhaps no surprise that Hong Kong Airlines went to him when looking to recruit a brand ambassador to help push its international expansion.

Most recently, the new partnership came to life via a online video and TV advertisement. Created by DDB Group Hong Kong, the ad shows a “Mr Chan” in different situations on board an aircraft and out on his day to day job without showing his face.

Only at the end of ad do we see that “Mr Chan” is none other than the famous actor. As a result, the idea behind the ad is to get across the point that whether you are a celebrity or not, you will always get star treatment from Hong Kong Airlines.

“Shooting the tvc point-of-view style gave us the opportunity to not only tweak viewers’ interest, but, most importantly, also let them experience what service onboard a Hong Kong Airlines flight feels like,” said Benny Ko, Client Services Director at DDB Group Hong Kong. “The style is characteristic of both Jackie and the airline’s unique take on the travel experience.”

The ad itself was timed to coincide with the launch of the new Hong Kong Airlines route to Vancouver.

Chan was present for the launch itself ,where he took part in a number of appearances around the city, including taking part in a performance with the Vancouver Children’s Choir.

According to George Liu, chief marketing officer of Hong Kong Airlines, Jackie Chan was chosen because he has appeal both in Hong Kong and China, as well as the West: “Partnering with Jackie Chan offers a timely opportunity to establish a cross-cultural connection for our customers.”

However, it is worth pointing out that not everyone agrees and not all coverage in Canada about Jackie Chan endorsing the airline was positive.

Business Vancouver for example called it a “risky partnership.”

The article quoted Marketing academic Lindsay Meredith, who questioned whether teaming up with Chan was such a good idea given “Chan has made many controversial political statements that have offended people in Hong Kong and Taiwan.”

Meredith said that the move did not make sense “unless Hong Kong Airlines has got a nice group of stodgy, dominant PRC [People’s Republic of China] folks as customers.”

KEY TAKE-AWAY

If you are a Hong Kong brand wanting to team up with a recognisable face who is well known globally, Jackie Chan makes sense.

At the same time, his controversial political statements are well known, and Hong Kong Airlines would have been aware of them. As a result, while from a Western point of view, this partnership may have looked “risky”, it is worth remembering that airlines operating in China often have different priorities.

The other point worth remembering is that many of Chan’s casual film fans will have little interest in politics and will only dimly be aware of what he said, if at all.