China Southern Dreamliner Some of the best fares from Europe to Australia / New Zealand are often available on Chinese carriers, who don’t have the same brand recognition as the likes of Emirates or Qatar Airways. That means consumers often won’t have heard of airlines like China Southern or China Eastern, and once they do may well wonder about the levels of service they’ll get, especially given the price. As a result, China Southern Airways tasked creative agency Crowd, with coming up with an ad campaign that
48
Airline Marketing Monthly - January 2019
both promoted the fares to Australasia and SE Asia, as well as the airline itself. The campaign tagline was “Dream Flight, Dream Price”, leading on China Southern’s fleet of Dreamliners. The creative shows a variety of passengers on a China Southern Fleet, dreaming of their destination, with destination images as well as a China Southern 787 overhead. The campaign appeared on sports grounds and on London’s public transport network.
