Marketing Campaigns From Crowd

Dream Flight, Dream Price Campaign

China Southern Airlines approached Crowd to connect and engage with UK travellers with an interest in Asia and Asia Pacific destinations.

Promoting its competitively priced, long-haul international flights was made all the easier by the fact that the company boasts a superb new fleet of Dreamliner 787 aircraft, making this relatively unknown airline the perfect choice for those that want to travel in style to a host of exotic eastern destinations.

Challenge

China Southern Airlines’ exclusive London routing to Asia and Asia Pacific meant that our UK launch had to focus on travellers that could fly exclusively from Heathrow Airport. This geographical factor influenced our communications, social media and outdoor visibility activity planning. Additionally, we had to promote a clearly defined service upside to travelling with a relatively unknown international airline.

Solution

Creative inspiration for this campaign came from the airlines’ new Dreamliner 787 fleet of aircraft. Highlighting the superb features on board, and the excitement that new adventures can bring, the “Dream Flight, Dream Price” campaign had a perfect take off.

Visual creative focused on the relaxation and comfort when flying with China Southern Airlines. We also wanted to show potential passengers the excitement that is possible around their next dream holiday.

This visually creative campaign took on strategic impact in the form of a large-scale outdoor display campaign. Targeting high exposure environments, our adverts ran at Piccadilly, Paddington, Liverpool Street, Waterloo and Victoria London Underground train stations and at a number of high profile sponsorship advertising at a series of Premiership Football matches.

We also used a winning combination of display advertising and high profile prize sponsorship at two of the UK’s leading horse race events.

Results

  • 60hrs
    Total Onscreen Brand Visibility
  • 89m
    Cumulative Audience
  • 336m
    Cumulative Ad Impressions

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