Raise awareness of Hainan Airlines

Client

Hainan Airlines

Objectives

  • Raise awareness of Hainan Airlines as an airline choice for flights to China
  • Deliver reach and frequency to generate awareness and recall among the target groups
  • Markets: Belgium, Ireland, UK, Czech Republic, England, France, Germany, Israel, Italy and Serbia
  • Reach and inform target audience about the Hainan Airlines services and flight routes
  • Raises awareness about Hainan Airlines brand and drive consideration
  • Increase sales and engage costumers with focus on new costumers on existing and future routes

Tasks

  • Hainan Airlines Brand Campaign 2016: 27 Oct – 12 Dec 2016; in Germany, Belgium, Czech Republic, Israel, France and Italy
  • Spring-Summer Campaign 2017: 29 May – 14 Jul 2017; in UK, Israel and France
  • New flight route promotion 2017: 14 Aug – 22 Oct 2017; in Serbia, Israel, Czech Republic, Belgium, Netherlands and France
  • Winter season promotion 2018 in Great Britain
  • Implementation of the promotion of flights 2018 in Great Britain, Belgium, Spain, Ireland and Scotland
  • Promotion of flights 2019 in Ireland, Israel, Norway, Austria, Italy
  • Developing creative approach and final artwork for Print, Digital and OOH
  • Localization of the key messages and copywriting for each market
  • Developing channel specific advertising for Digital platforms and large OOH surfaces
  • Adaptation and transcription of all press and advertising material in 8 languages

Target groups

  • Economy Travelers (Tourists, Chinese community)
  • Business Class (Leisure or Business Travelers)

Results

  • Total online impressions: 72.392.337
  • Total online visits to website:610
  • Total No of Print Ads: 112
  • Total No of OOH Units:399
  • Total No of Radio Spots: 135
  • Total online impressions 2016-2019: 80,817,790
  • Total number of print ads 2016-2019: 126
  • Total number of OOH areas 2016-2019: 3,617
  • Total number of radio spots 2016-2019: 2,420

Units Involved