Campaign Background:
Fall and winter are the low seasons for travel to China. To give Taiwanese travelers reason to go to China during the low season, China Airlines teamed up with seven big travel operators to promote itineraries to five Chinese destinations – Zhengzhou, Haikou/Sanya, Beijing, Shanghai/Ningbo, and Qingdao. The goal of the campaign was to boost the exposure of these fall and winter offerings and drive low-season sales.
Campaign Features:
The targets of the campaign were individuals aged 50 and over, highly sensitive to air fares, used to taking group tours, who value the opinions of family and friends, or are in the habit of buying travel products from traditional channels.
Thus, the communications strategy relied on an “online travel show” concept designed to make consumers feel that “now is the best time to visit China.” Also, the emphasis was on high quality itineraries stressing good accommodation and food and no stops for shopping, boosting consumer interest.
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