HAINAN AIRLINES

The Client

Hainan Airlines is the largest civilian-run air transport company, the fourth-largest airline in terms of fleet size in the People’s Republic of China, and the tenth-largest airline in Asia in terms of passengers carried. It operates scheduled domestic and international services on 500 routes from Hainan and nine locations on the mainland, as well as charter services.

Hainan Airlines was established in October 1989 and rapidly expanded from there. Based in Haikou Meilan International Airport, there are also hubs at Beijing Capital International Airport and Xi’an Xianyang International Airport, with several focus cities.

The Challenge

Hainan Airlines wanted to grow their presence internationally, becoming the first choice for flights. With their initial EPL campaign, Hainan Airlines aimed to target the masses and reach the global audience of football fans tuning in to watch the Premier League. After one season of targeting the football audience in this way, Hainan Airlines opted to also advertise in La Liga and make full use of the DBR technology to geo-target their brand messaging.

Actions

Hainan Airlines wanted clear messaging and logo placement using brand colours which would standout, so to capture the attention of every viewer. The objective here was to grow brand trust and awareness. Our in-house production team worked closely with Hainan Airlines to create an advert banner that would capture the attention of fans both in-stadium and at home.

Advert design used during the campaign

The Result

We succeeded in promoting their brand within the EPL and La Liga to grow their reputation enormously. Using specific messaging as well as prominent branding, the demand for ticket sales grew, demonstrating an effective return on investment.

Awareness of the brand grew substantially, and Hainan Airlines’ campaign continues to benefit the brand, with highlights and imagery from key moments continuing to be shared today.

MATCHES ADVERTISED IN (2016-17 SEASON)

30

MINUTES OF SCHEDULED ADVERTISEMENT (PER MATCH)

2

INCREASED INVESTMENT IN THE 2017-18 SEASON TO (MATCHES)

50

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