China Airlines Souvenirs from Travel
everything from the Emir-
ent to what you generally
marketing campaigns
ates economy cabin, to
see from an airline.
tend to go in one of two
the in flight entertainment
directions. You either fo-
system.
cus on the product, so you emphasise how wonderful different elements such as the aircraft, the cabins or the in-flight service are. Or you focus on the overall experience, from the des-
and positive messages.
Lufthansa is an example of
Instead we get a brutally
an airline which took the
honest and sometimes
latter approach in its 2018
funny look at some of the
‘Say yes to the world’ cam-
unexpected results of a
paign (see our March 2018
trip abroad.
edition).
The video, ‘Souvenirs from
China Airlines has like-
Travel’, features a collec-
wise (via its ad agency Leo
tion of Taiwanese travellers
Burnett Taiwan) come out
who have just returned
Emirates is an example of
with a campaign looking
from foreign destinations,
an airline which takes the
how travel can change
showing some of the more
former approach. Recent
you. However the direc-
unexpected results of their
campaigns have promoted
tion it takes is very differ-
trips.
tination to the transformative power of travel.
19.
Gone are the life affirming
Airline Marketing Monthly | August 2019
Broadly speaking, airline
