Sep 19, 2003

Dragonair powers up for aggressive battle with Cathay

HONG KONG: Dragonair has rolled out a new campaign highlighting improvements and upgrades to its fleet.

Dragonair powers up for aggressive battle with Cathay

Developed by DDB, the TV and print ads capitalise on last year's 'Year of the dragon' campaign, in which a dragon wound its way through various Dragonair destinations.

In the latest execution, the dragon leads viewers through the changes, including lie-flat seats, new colour schemes and inflight entertainment.

DDB associate account director Kerry Fitzgerald said the ads aimed to "raise the profile and image of the brand to a level on par with international, long haul airlines".

The campaign, aimed at Hong Kong-based business and leisure travellers in English and Chinese, is airing on local TV stations, the Times Square big screen and newspapers and magazines.

Recently, Dragonair - along with its events agency Frontiers Group as well as DDB - also took over the upmarket shopping and restaurant district of Xintiandi in Shanghai, with posters, banners, street flags and even airplane-tail shaped messages on restaurant tables.

The aim is to hit wealthy Chinese and expat travellers interested in leisure travel to Hong Kong.

The aggressive positioning comes amid increasing competition from Cathay Pacific which is trying to secure more routes in China - Dragonair's main market.


Related Articles

Just Published

5 hours ago

Should brands continue to take a stance in Asia's ...

After Samsung pulled an ad featuring a drag queen and his mother in Singapore, eight creative and communications leaders discuss how brands should balance purpose and politics.

6 hours ago

Women Leading Change Awards 2022: Call for entries

Get started now on your entries for the sixth-annual awards honouring business leaders, change-makers, trailblazers, and rising stars. The early-bird deadline is February 25.

6 hours ago

WFA offers guide for DEI-conscious media planning ...

DEI is not just a task for creative and HR teams, the guide's authors argue: Planning and buying choices play a critical role in supporting diverse voices and controlling whether hate speech and misinformation get funded.

6 hours ago

Let’s move beyond the simplistic ‘business case’ ...

There’s far more at stake here and leaders need to demonstrate they know the importance of moving beyond mandates, says the CEO of PHD India.