World of ideasNews


An endless sky coupled with hospitality par excellence – this is what the Chinese airline Hainan Airlines is all about. The airline can also demonstrate over 5 million safe flying hours; accrued over its 23 years as a fully operational carrier. However, the company’s managers have no desire to rest on their laurels, which is why they have brought mc onboard this year to help develop key visuals for an print, online and out of home advertising campaign and wider media plan – all part of ensuring Hainan Airlines’ continued success.

Being the world’s best airline is the aim of Hainan Airlines, which stands out through permanently safe flight operations. Many passengers appreciate this fact just as much as the excellent service on board. It’s no wonder, then, that Hainan Airlines won the World Travel Award (WTA) as “Asia’s Leading Airline – Business Class” in 2014. But that’s not all, as the airline was named as one of the 100 most valuable Chinese brands in January 2015 by the internationally renowned management consulting firm BrandZ.

Hainan Airlines has also been listed as a five-star airline by SKYTRAX since 2011 and is thus one of the the world’s nine best airlines. The seal honours Hainan Airlines both for its customer orientation and quality on board as well as for the service at its home base airport, Beijing Capital International Airport.

The logo of Hainan Airlines consists of a stylised Garuda – a creature from Buddhist mythology that is half human, half eagle. This is also a symbol of the eternal human dream of flying, which the airline makes a reality for its customers. According to the company philosophy, every journey should be an encounter between people that lives on as a good memory.

So that the passengers on board can relax and be ready to make new contacts with interesting fellow travellers, their comfort always takes top priority. Thanks to its courteous service and high-quality equipment, Hainan Airlines ensures that passengers feel completely comfortable when they travel, for instance, from Western Europe to the Far East. “At home above the clouds” has thus become the slogan of the campaign for the airline, which, among other things, is offering more and more nonstop flights for (business) travellers between Berlin and Beijing.

The scale of this ‘home-from-home’ feeling is further increased in the exclusive business class. Innovative 180-degree reclining seats with USB connections and eye-friendly reading lamps allow many flight hours over numerous continents to pass by as if in a dream. To meet the needs of both business passengers and private travellers, this area is equipped with various media and entertainment offerings as well as exquisite cuisine and drinks.

True to the motto “the sky’s the limit”, Hainan Airlines is expanding year by year. More than 90 destinations are now served by the airline with scheduled and chartered flights. They fly to China, above all via the Beijing hub and home airport, from Europe from Berlin, Paris, Rome, Prague and Brussels. The trademarks and benefits of Hainan Airlines are now set to be communicated even more strongly in Germany, Belgium, France, Italy, the Czech Republic and Israel.

As a communication expert mc is taking care of the pan-European creative media placement and promoting Hainan Airlines in line with its target group in the respective markets in various printed media, online and at airports and on public transport. With an ambitious full-service standard and good international links, mc is making an important contribution to raising awareness of the flights on offer in the best possible, comprehensive manner among travelers in Europe as future customers of Hainan Airlines