Air China's Hospitable Brand Image Takes Flight

Warmhearted TV Commerical launches

BEIJING, 13 AUGUST 2010 - Air China and Ogilvy & Mather Advertising/Beijing have teamed up to launch a touching new TV commercial that demonstrates the national flag carrier’s softer, more accessible side and “We go above and beyond” service approach. The TVC focuses on the Chinese concept of etiquette and aims to show consumers Air China’s superb customer service and modern, international brand image.

To differentiate Air China from its rival Chinese airlines, O&M believed it was important that the communications highlight the unique customer experience rather than the airline’s hardware or internet access, both common selling points in the domestic travel industry.

Shot from the perspective of a cute and cuddly teddy bear that is embarking on a journey alone, the TVC emphasizes Air China’s friendly and caring nature. In every step of the teddy bear’s journey - from check-in to settling into his seat on board – the TVC underscores the point that Air China treats all passengers as distinguished guests, no matter who they are.

To reach both a domestic Chinese audience and international business travelers, the TVC is being broadcast on Air China’s in-flight TV channels, in ticketing offices across China, on Hong Kong-based Phoenix TV as well as TV stations in Air China’s key European and North American markets.

Recently launched this summer - the peak travel season - the TVC is expected to run until 2011.

Project title: CA brand TVC
Client: Air China
Brief: To communicate Air China’s "be our guest" brand proposition
Creative agency: Ogilvy & Mather Advertising/Beijing
Creative Director: Jacky Lung
Art Director: Zhongshun Wu
Copywriter: Qian Wan
Agency Producer: Yi Hong
Media agency: MindShare
Production house: Verve films
Exposure: TVC only

For more information, please contact:
Sarah Guldin
Corporate Communications
t: (8610) 8520 6552

About Ogilvy & Mather Group China

Ogilvy & Mather Group China ( is the largest marketing communications network in China. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive media, database management, public relations, graphic design and related marketing disciplines.

As Brand Stewards, the agency works to leverage the brands of its clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while reinforcing the universal brand identity. The hallmark of the agency’s brand-building capabilities is 360 Degree Brand Stewardship®, a holistic approach to communications, using what is necessary from each discipline to build a brand.

Ogilvy & Mather Worldwide (, a WPP company (NASDAQ: WPPGY) , with more than 450 offices in 120 countries, specializes in advertising, relationship and interactive marketing, public relations, sales promotion and related services.

Contact: Sarah Guldin
Date: August 13, 2010
Office: Beijing