Lufthansa: 以德国品质回报你爱的人 （Repay your loved ones with German quality)
Lufthansa targets Chinese business traveler with this ad. As we often talk about filial piety as one of the pillars of Chinese culture, and this spot tugs at the heart strings of sons and daughters working around the world. Their busy travels often leaves little time for parents that never gets to travel. But the cliche way of talking about treating your parents to a trip they deserve fails to land on a brand related point where the uniqueness of german quality comes into play.
Air France: 宫殿生活 （Palace Living）
Air France branded itself as bringing the romance and luxury of France into air travel, with the slogan France is in the Air. This spot also takes on the same tone of surreal visuals to showcase the luxury facilities and service to promote its premium cabins.
Of course the French are expert at quality, but this pampered luxury is no longer the only kind that the Chinese audiences recognize. As Delta communicates more towards liberal minded and western educated professionals, that won’t need the plane ride to feel like a 5 star hotel, the sensible and down to earth American luxury will be a great way to capture their loyalty.
Emirates: Global Destinations
This spot showcases the joy of travel through Emirates diverse international destinations, with this spot accompanied by Queen’s Don’t Stop me Now. Also embodying the spirit of global travel, Emirates unveils its new mileage program where miles can be spent at more than 2000 restaurant and hotels world wide, giving global travelers the reward they want.
ANA: Is Japan Cool?
Japan’s local agency En-Jin has created an inspiring series of Japan travel spots for ANA. The series Is Japan Cool? Appealing to the curiosity of foreign travelers on Japanese culture and traditions, and leaving people in awe with: Wow, Japan is so cool!.
Not long ago JAL has also done a series on Japanese culture and how JAL embodies what makes Japan awesome. This ANA series while also uses similar idea, but taking on a different angle by inspiring travelers to go to Japan.
Japanese’s oriental beauty may be inspiring for western travelers, but for Chinese audiences there is one place that have as much charm if not more, and that is the United States of America. There are so much stories to tell about the U.S. whether it’s from an enticing travel perspective or talking about how Delta embodies the American spirit of openness. The hospitality of the south, the free spirit living spirit of the west, down to earth luxury and bustling history of the Atlantic coast. and more.