The Association of Asia-Pacific Airlines (AAPA) - a grouping of airlines based in the region, including Cathay Pacific, Singapore Airlines, Japan Airlines and Malaysian Airlines - will launch the campaign in 11 markets.
The AAPA campaign has been developed by the multinational unit of McCann-Erickson Hong Kong which is the agency of record for Cathay. It will be launched through a combination of regional and local market print and television vehicles.
CIA Singapore is handling the media planning and buying assignment. Both agencies won the pro bono brief in a pitch that took place in Kuala Lumpur last month involving the respective agencies of AAPA member airlines.
McCann's Asia-Pacific senior vice-president and multinational accounts director, Vince Viola, described the target audience as "the apprehensive flyer - people who would have flown away last Christmas but didn't".
Viola added: "Frequent business travellers have already decided they must continue to travel, however, the people we are targeting are those who used to fly frequently for business and pleasure but who are now sitting on the fence."
Asian airlines have not been as affected as their Western counterparts following September 11 attacks, but Viola said travellers still needed a confidence boost.
Meanwhile, a number of Asian airlines have launched major promotions recently, including Cathay has rolled out its third generation business class upgrade having postponed its launch following the US attacks. The TV, print, online and outdoor campaign revolves around a traveller attempting to create the same experience he has in the air on the ground.
Singapore Airlines is understood to be working on another product initiative, with advertising expected to roll out shortly, according to industry sources.
Malaysia Airlines and Dragonair are also expected to resume branding campaigns in the coming months. Dragonair, which suspended brand advertising since August 2001 amid the economic slide, plans to launch a brand campaign in China in the first quarter. Its manager for corporate communication, Laura Crampton, said: "We will be on air in Hong Kong as soon as praticable. Our tactical work has continued largely uninterrupted."
Carriers have also partnered with tourist boards on various promotional initiatives. Among them, Malaysia Airlines has launched a US$1.3 million campaign offering free hotel stays in partnership with its tourism ministry and SIA has teamed up with the Australian Tourism Commission in a three-month campaign to boost travel to Australia.
- Additional reporting by Atifa Hargrave-Silk.
