Newsun displaces ADK, which is a member of GDAD, the largest advertising agency network in Guangdong, and was the incumbent agency on the account for two years.
“Shenzhen Airlines wants to be a low-cost airline with Chinese characteristics, following the successful track records of Jet Blue Airways and Southwest Airlines,” said James Wong, managing director of Newsun Communication Group.
At present, three carriers — Air China, China Eastern Airlines and China Southern Airlines — account for 80 per cent of China’s airline market.
“Customers are not satisfied with the services they provide, but there is not much choice,” Wong said.
“Shenzhen Airlines will not compete with the three traditional big airlines on price, but on service, driven by the company’s mission to continuously innovate to enhance its service value to consumers.”
Three agencies were selected for the final round of the pitch, with Newsun eventually prevailing over the two other Shenzhen contenders. Spend on the account remained undisclosed.
