Air China Land Your Dream Digital Campaign

Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.

Summary

Air China is a national Chinese brand striving for global respect, recognition and traveller consideration. Ranked for its premium services and reliability, the carrier was struggling to differentiate itself and drive sales. To boost awareness of and consumer preference in its brand, Air China needed to identify an irresistible emotional hook to grab people's attention and compel them to buy.

A web-based digital campaign reimagined the booking process, shifting it merely a "prices and places" transaction to an emotional experience centered on dreams and desires. The "Land Your Dream" campaign kicked off in China, spreading I to global markets...

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