FYI

JWT wins Air China creative business

Air ChinaJ. Walter Thompson has won the advertising and branding account for Air China.

The announcement from the agency:

Beijing, July 12, 2016_   Air China Ltd. has tapped J. Walter Thompson Beijing to create both a global brand strategy and an integrated campaign for multiple international markets, marking the first time the airline has embarked on a concerted international push to build its brand profile outside of China.

J Walther Thompson Beijing will serve as the strategic and creative output hub, leading Air China’s first-ever global brand building project. The agency will work with an international and multidisciplinary WPP “Air China Dream Team”, which includes Burson-Marsteller, Taylor Nelson Sofres and Mediacom, to both a short-term and long-term brand building strategy that spans advertising and PR in seven global markets, including Germany, England, France, Canada, and the US.  As part of this remit, J. Walter Thompson Beijing will create brand ads that will run across all mediums, including digital, print and TV.

Air China, which routinely ranks in Millward Brown’s BrandZ Top 100 Most Valuable Chinese Brands report, hasinvested heavily in recent years in both new aircraft and processes designed to enhance customer experience.  The airline has also expanded its network of long-haul destinations in North America and Europe, which are serviced from its hubs in Beijing, Shanghai, and Chengdu. In addition to its commercial operations, Air China also provides special flight services for China’s senior government officials on state visits to other countries.

“This win has the potential to create a truly iconic state-owned Chinese brand around the world.  It demonstrates the power of collaboration and smart thinking. I salute our team for their tremendous job, strategically and creatively,” said Jeffrey Yu, Managing Director of J. Walter Thompson Beijing.

The airline’s move to raise its brand profile in international markets comes at a time when travel and tourism both in and out of China is scaling new peaks. China is the third most-visited country in the world – and leads the world in outbound tourism.  A total of 120 million Chinese people traveled overseas in 2015, making it the third year in a row that China topped the list of international outbound travelers, according to statistics of China National Administration of Tourism.

Source: press release

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