Delta Communications Update #4

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.


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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.

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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!.



2020 Tokyo:

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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.

Delta Communications Update #3

JAL: The Art of J

JAL created a series of spots highlighting the best of what Japan is known for.

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Jet Blue: Little Tickets

Jet Blue invites kids to imagine their perfect family vacation

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Turkish Airlines Super Bowl campaign appealing to travelers senses

Turkish Airline created a campaign that charms traveler with beautiful destinations that stars Morgan Freeman

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Airlines Leveraging Social Media Buzz

The Great American Eclipse: Alaska Airline charters flight for passengers to see rare solar eclipse

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Hainan Airline debuted its new uniform line and took social media by storm.

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Delta Marketing & Communications Update #2

 Qantas Out of Office Travelogue

Friends and colleagues recommendations are the highest driver for people planning their next vacations. Qantas took advantage of the out of office reply by connecting with people Instagram travel photos to transform an email that no one ever wanted to read into an inspiration to travel and an invitation to fly with Qantas. Qantas engaged more than 100

million people on the web while spending $0 on media. This is very similar to another campaign done by Westin but with much more visual inspirations.

Make yours here:

Westin Out of Office Generator, 2012

Westin created an out of office email generator that paired your vacation notice with a humorous and inspiring message about travel.


KLM: It’s an Airline

How do we make more people remember the KLM is an airline? It’s simple, just say it, say it many times, say it with a giant subtitle covering the screen and say it with your arms stretched out while pretending to fly around in the room.


Jetblue: Smell like true New York spirit

Jetblue created 180 outdoor posters each with an unique prize on it. But to claim the prize you must embrace your New York spirit and be willing to do some that seems borderline illegal, to steal the ad that is.


Jetblue: Golden Age of Flying

For Jetblue’s inaugural flight to Palm Spring, the airline created a campaign that harkens back to the golden age of flying when luxury comes standard with every flight, with a retro styled logo, a 1960 travel agency pop up store in New York and a 1960’s style flight experience.


Cathay Pacific: 香港很有戏

To celebrate Hong Kong’s 20 year anniversary of handover from UK Cathay Pacific created a campaign celebrating Hong Kong culture, featuring famous spots from Hong Kong movies and TV drama that many young mainlanders have gotten to know HK from to help promote tourism and the airline.