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The initiative aims to showcase the airline’s daily direct flights from Heathrow to Shanghai as well as its business class offering
Oriental airline company, China Eastern has launched a brand new marketing campaign specifically targeting the UK market. The initiative has rolled out in an effort to showcase its daily direct flights from Heathrow to Shanghai and its luxurious business class offering.
An extensive multi-format push, the brand’s iconic star is being prominently displayed using the out-of-home approach and includes executions across London’s taxis as well as outdoor ads across Canary Wharf and digital billboards at the city’s Harrods department store.
Coordinated by MediaCityUK based independent media planning and buying firm, Media Agency Group, the exercise combines traditional transport and out-of-home advertising with digital creative. The endeavour provides China Eastern with a stand-out presence in some of the busiest areas of the capital.
The cab advertisements are set to feature across central London, with super-side ads promoting the airline on the streets of the city. Meanwhile, out-of-home formats executed via Canary Wharf and Harrods will help the carrier reach potential future business flyers.
Based in Shanghai, the aviation player is one of the three major airlines serving mainland China, flying a fleet of more than 430 long-haul and short-haul aircraft. The airline flies nearly 80 million passengers each year, with flights from Shanghai to 1000 cities in 187 countries.
“The airline will have a strong presence in London this winter and we’re all very confident that this strategic campaign will yield some impressive results. We look forward to working together again in the future,” said John Kehoe, Managing Director of Media Agency Group.
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