Award: CAMPAIGN AWARDS \ C07. Best use of VR/AR

While Air China has long been widely regarded as China’s national carrier and the most popular airline among Chinese, the brand was suffering from low visibility in China and global markets due to the lack of brand and communication efforts that truly resonated with consumers. To address this, research was conducted in key markets globally including China, US, Canada, UK, France and Germany, which focused on three primary areas: brand recognition, core product output and marketing feedback. The outcome led the team to a simple insight: everyone has a dream they want to land.

Leveraging this idea that Air China could be positioned as the dream carrier which transported people to their dream destinations – both safely and to anyway via its extensive network – the Land Your Dream campaign was born.