Private View: Chris Kyme, a fulltime father, part-time DJ and sometime adman

Now the Dragonair campaign. I applaud the fact that there's no lucky dragon bouncing about, or a smiling flight attendant serving champagne to an also-smiling business passenger. The idea of using images by Chinese artists is both interesting and relevant to this particular airline. And the images are selected to communicate real selling points. But I really question the media buy, as I first saw them in the Kong Kong MTR. These ads require a closer look to work effectively. They do not belong in MTR stations where people just catch a glance of them as they rush past, that's not smart media planning. And there must be a better sign off than 'The beauty of flying'. How about 'The art of Asia'? Hmm.

The British Airways Go Europe website design looks a bit Economy Class. As a product associated with one of the world's leading carriers, I expect the look and feel to be more modern and befitting a major airline. I understand the concept of creating a travel website to show Asian consumers that there is more to BA than just flights to London, and create some interaction. It's a sound strategic move. But it all feels a bit cheap and tacky. A bit like the stale cheese rolls BA serves for breakfast on arrival at Heathrow.

Years ago, TV commercials for Cathay Pacific, were based on a very clear, simple campaign idea. 'Arrive in better shape' told you everything you needed to know about service and comfort, without actually saying or showing it.

Cathay Pacific advertising has been in need of some navigation ever since . 'The Heart of Asia' was just an attempt at repositioning with some fancy graphics masquerading as a campaign. And I have no idea where this new stuff is coming from. The best I can say is that the ads look classy (very nicely shot), and are a relief from the warm, happy, rubbish they were running before. But what does 'Now you're really flying' mean? That you weren't before? And 'it's the little things we remember' sounds like the average claim from the average hotel. And as an ex-frequent flyer, who cares? I think Cathay needs to get its strategy back into better shape.

From the heart of Asia comes Nok Air. Judging by these promotional materials, which are cheap and cheerful, I gather it's a cheap and cheerful, short-haul holiday airline. So what more can I say? Except that 'On the beach check-in' is a great idea when you're on a beach holiday.

Finally, a campaign that has more than stood the test of time, Singapore Airlines' Singapore Girl. She's always been there, reassuring, alluring, and consistent. This new commercial is simply a well-produced, world-class continuation of what's gone before for over 20 years. But it works. And how many of the other campaigns in this column today will be here 20 years from now?

Finally, I'd just like to say best wishes to all you Media readers for the holidays.

NORTHWEST AIRLINES

Project: World Business Class Seat launch

Brief: introduce an entirely new World Business Class seat.

Agency: OgilvyOne

Creative directors: Gary Tranter, Matt Cullen

Art director: Gary Tranter

Copywriter: Matt Cullen

Media agency: MindShare

DRAGON AIR

Project: 'The Beauty of Flying'

Brief: reinforce Dragonair as the leading carrier to and from China.

Client: Dragonair

Agency: DDB Hong Kong

Creative director: Louie Hui

Copywriters: Louie Hui, David Wong, Jeffry Gamble, Maxxine Lee, Sally

Lai

Art directors: Ricky Cheung, Ann Chan

Visual artist: Zhong Biao

BRITISH AIRWAYS

Project: 'Go Europe' website

Brief: provide travellers with a comprehensive, local language Europe

travel guide and position British Airways as the carrier of choice.

Client: British Airways Hong Kong

Agency: M&C Saatchi Hong Kong

Creative direction and project concept: Thierry Halborth (M&C Saatchi),

Kevin Huang (Pixel Media Hong Kong)

Content development and website production: Meg Lee, Wong Kin Ming

(Atnext.com)

CATHAY PACIFIC

Project: 'People and Service'

Brief: communicate the thoughtful touches the airline provides, which

passengers will remember

Client: Cathay Pacific Airways

Agency: McCann Erickson Worldwide (Hong Kong) - Cathay Pacific Central

Team

Executive creative directors: Carol Lam, Bill Venn

Copywriter: Don Ellis

Agency producer: Tom Cheng

Production house: Off-Lo-Hi (Alfred Hau)

NOK AIR

Project: 'Beach Check-in'

Agency: Bates Thailand

Client: Nok Air

Executive creative director: Alex Beuchel

Creative director: Phacaphat Boonsomthum

Art director: Noppadon Lertwisesthirakul

Copywriter: Voraluck Vimokjaroensook

SINGAPORE AIRLINES

Project: 'Changing World'

Agency: Batey/red cell

Creative director: Andy Blood

Art director: Alex Noble

Copywriter: Chris Mitchell

Production house: Silverscreen

Interested in having your campaigns reviewed? Send submissions to Atifa Hargrave-Silk in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters. Please send all material to Media, 2201, 22/F The Centrium, 60 Wyndham Street, Central, Hong Kong.