China Southern Airlines on the runway with new campaign via IPG Mediabrands Perth

China Southern Airlines, the world’s third largest airline, is gearing up for an increase in passenger numbers out of Western Australia with a new campaign being launched via IPG Mediabrands Perth.

Mediabrands Perth was appointed by a joint China Southern Airlines and Perth Airport team to manage the campaign following a competitive pitch process. The first wave of the campaign is about to break promoting travel to China and other markets such as Japan, Los Angeles, Vancouver and Korea. The campaign was delivered with support from Perth Airport.

The campaign strategy was developed by Initiative Perth, with key contributions from Mediabrands’ agency Ensemble and local support from Perth Airport Marketing Services.  The tag line for the new work is “One stop and Shop – Perth, Guangzhou and beyond” and the work will initially run across out of home and digital with radio and experiential marketing to follow.

“We are excited to be rolling out this campaign,” said Alex Zhao, GM of China Southern Airlines, Perth. “We have ambitious plans to boost the numbers of travellers making the journey to Guangzhou and beyond.  We have been impressed with the integrated Mediabrands offering, and we look forward to increasing the number of West Australians flying via Guangzhou with this new campaign.”

Mediabrands and Initiative Perth Managing Director Clive Bingwa said that the campaign brings to life the key attributes of the airline and destinations that will drive the level of accessibility to Western audiences, as well as drive resonance and travel with key domestic Chinese audiences.

“Its a real privilege to be able to promote an emerging destination using our integrated resources,” said Bingwa.