The idea for the ad - featuring the brand's iconic red dragon against a backdrop of Thailand - came from media agency OMD and was executed by DDB. Dragonair general manager of marketing and sales Andy Tung said: "As a dynamic, young airline, we are always looking for new, eye-catching ways to communicate with travellers."
DDB associate account director Kerry Fitzgerald described the ad as "a totally unprecedented media format in a strategically-important location for Dragonair".
The banner was designed and positioned in accordance with the way people moved through the Airport Express building.The campaign is supported by other more conventional ads within the airport, as well as print executions.