Air China has launched an advertising push in the United Kingdom to inspire British globetrotters to fulfil their travel goals through the airline.

Air China has rolled out Land Your Dream, a push designed to encourage British jetsetters to satisfy their travel needs through the airline. The newly released global creative platform underscores the group’s commitment to driving affinity amongst consumers to the brand.

To better cater to its English audience, Air China has introduced additional routes to include a service from Gatwick to Chengdu. Also, a fleet of Boeing 777 aircraft has been added by the carrier to extend a wider offering which boasts enhanced products and services.

A television spot has just begun airing and will be supported by out-of-home and digital executions. Shot using quality cinematography, an emotive series of films has been created to capture the value of Chinese tourism and the brand’s drive towards business dynamism.

Added impact will be injected into the push using a mix of public relations, social media, and influencer marketing strategies. These components will run in phases throughout the campaign duration. Powerful digital and print imagery features to deepen the messaging.

As part of the promotional exercise, the aviation giant will roll out a consumer contest to foster lasting connections with the United Kingdom. The winning participant will secure a pair of tickets for a return business class trip to China or for round-the-world flights.

Nine second-prize winners will receive a set of premium portable speakers; 30 third-prize winners will walk away with a fancy suitcase and other dream travel essentials. Fans can enrol by sharing with Air China their ideal destination via the Land Your Dream microsite.

“For almost 40 years, we have enabled Brits live out some of their biggest dreams by connecting them with China. Land Your Dream is the next big milestone in our history. We can’t wait to help more people achieve their dreams,” said Hongbing Chen, Deputy General Manager of Air China Europe.

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