Campaign details

Brand: Air China
Brand owner: Air China Limited
Lead agency: MediaCom Beijing
Contributing agencies: Astus, Xaxis, Kinetic, MediaCom Germany
Country: China
Industries: Airlines
Media channels: Events & experiential, Online display, Online video, Outdoor, out-of-home, Print, Programmatic display, Radio & audio, Social media, Television
Budget: Over 20 million

Executive summary

Air China is China's flagship airline. With the expansion of its network in recent years and the improvement of its service quality, the brand's reputation in China remains high. Abroad, however, brand awareness is low. Therefore, to renew a clear brand image in the domestic market and promote brand impact in foreign markets, it launched a global media campaign in 2018 using the slogan, 'Land Your Dream'.