Dragonair footprints herald Tokyo launch

The recent changes in immigration laws, which give Hong Kong residents visa-free access to Japan, have presented Dragonair with a timely opportunity to launch its new route and capitalise on the expected significant increase of travellers heading to Japan. Dragonair is investing marketing dollars to promote the new route, sending a signal that it plans to expand its network and transform its brand in the process. Hong Kong's second carrier is traditionally viewed as a brand limited to Greater China, but wants to grow into an international aviation player. The DDB Hong Kong campaign encompasses print, outdoor and internet advertising. The agency also recommended below-the-line support activities to maximise the reach of the campaign. DDB capitalised on the glamorous image of Tokyo as an entertaining and exciting destination for shopping and sightseeing to target a youthful and more dynamic demographic. The print executions feature red dragon footprints --in keeping with the airline's red dragon -- splashed dramatically across images of some of Tokyo's most prominent cultural markers, including sumo wrestlers, geisha girls, and the neon lights of the city's entertainment district of Shinjuku. "We wanted the advertising to have a distinct Japanese feel about it, but also to differentiate the spirit of Dragonair in an unusual and impactful way," said Louie Hui, DDB Hong Kong's group creative director. Added Kerry Fitzgerald, account director at DDB Hong Kong: "The idea behind the campaign -- that of the dragon stepping into Tokyo -- provided us with a fantastic mnemonic device which enabled us to create synergy across all communication, from below-the-line counter banners and tent cards, to print and large outdoor executions." The outdoor portion of the campaign features strategically located billboards at the cross harbour tunnel, in the underground railway system, on posters on trams travelling the city, and at Sogo, a prominent Japanese department store in the busy shopping district of Causeway Bay. "We encouraged the client to use the red dragon footprint across all its own collateral and with the travel agents to create a really big feel to a campaign which really did not have a very large media budget," said Fitzgerald. Adding to the buzz for things Japanese, the airline offered a free sushi promotion at a famous local chain of Japanese sushi restaurants on the day of the launch. Dragonair claimed the promotional initiative helped to further pushed its message of being good value and fun. "We wanted the advertising to have a distinct Japanese feel about it, but also to differentiate the spirit of Dragonair," said Hui.