Background
Client: China Airlines and Destination New South Wales
Campaign Period: 2017/02/04 – 2017/04/06
Campaign Objectives: Promote tourism in New South Wales and showcase China Airlines as the only carrier in Taiwan with nonstop flights to Sydney
Campaign Strategy: Leverage the annual Vivid Sydney festival to drum up consumer interest in visiting Sydney
Campaign Features
Creative Concept: Promote Vivid Sydney, the world’s biggest light, music and idea festival
Media Exposure:
Activities: Taipei Lantern Festival used to distribute small hand lanterns and fuel consumer participation
O.O.H. Advertising: MRT Ximen Station ads, mobile LED ad trucks, and human billboards all used in conjunction with the Taipei Lantern Festival to penetrate venues where consumers converge
Internet Ads: Videos used on Google Light Box and Facebook to highlight the campaign
Landing page
Campaign Event
Activity: Taipei Lantern Festival – hand out small Sydney lanterns
Period: Feb. 10 – Feb. 11, 2017
Time: 4 p.m. – 8 p.m./lanterns handed out every hour on the hour
O.O.H. Advertising
MRT Ximen Station, mobile LED ad trucks
Internet Advertising
Google Light Box
