Dream Flight, Dream Price

Helping China Southern Airlines Take Off in the UK

China Southern Airlines, one of China’s top three national airlines, launches in the UK.

China Southern Airlines approached Crowd because they wanted to let UK travellers with an interest in Asia and Asia Pacific destinations know more about their competitively priced, long-haul international flights. 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 exotic destinations.

Project Info


  • Client

    China Southern Airways

  • Year


  • Services

    Strategic Marketing and Communications, Campaign Activation and Paid Media

  • Awards

    Our creative work for this campaign reached the number one spot on The Drum’s Creative Works Leader-board in both the Global and EMEA categories.

About the Project



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


Creative inspiration for this campaign came from the airlines’ new Dreamliner 787 fleet of aircraft. Highlighting the great features on board and the excitement that new adventures can bring, the Dream Flight, Dream Price campaign had a perfect take off. Visual creative showcased the relaxation of flying with China Southern Airlines. We also wanted to show the excitement of the next dream holiday.

This visually creative campaign took on strategic impact in the form of a large-scale display campaign. Targeting high exposure environments, our adverts ran at Piccadilly, Paddington, Liverpool Street, Waterloo and Victoria London Underground stations, while sponsorship advertising ran at Premiership Football matches. We also used a winning combination of display advertising and prize sponsorship at two of the UK’s leading horse race events.



  • Time Created with Sketch.


    Total Onscreen Brand Visibility

  • Audiences Created with Sketch.


    Cumulative Audience

  • Impressions Created with Sketch.


    Cumulative Ad Impressions



We have been incredibly impressed with how quickly and seamlessly Crowd has become an extension of our marketing team. From the early stages of working together, Crowd’s international expertise has taken our advertising comms to a new level, and successfully launched us into the UK market. With a combination of fresh, creative energy, and fast responsiveness to our needs, we look forward to a long and successful partnership with Crowd.

Dean Saxby

Key Account Manager, UK and Ireland

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