Ansett lures Chinese with $5m campaign
Ansett Australia is to spend more than $5 million on an advertising campaign to encourage Cantonese customers to fly with it.
The television and print advertisements are the second phase of a campaign the carrier launched when it entered the Hong Kong market in September 1994.
Phase one of the television campaign, seen only on English-language channels, emphasised the airline's spaciousness and on-board chefs.
Phase two, which will also be shown on Chinese channels, focuses on the same aspects but uses a spaceship theme reminiscent of the film Close Encounters.
The print campaign targets business publications Time, Businessweek and the Far Eastern Economic Review.
Rob Mills, Ansett's assistant general manager Asia, said the regional campaign would run until the end of November and re-launch after Chinese New Year. During the break, the airline would concentrate on low-season advertising rates.
He said the 15 and 30-second advertisements were created by Australian agency George Patterson-Bates and would air on TVB Pearl and Jade, and ATV Home and World.
'The advertisements feature crews from South Korea, Japan, Hong Kong, Malaysia and Taiwan and the footage can be inter-changed for each market but still remain within a consistent format.' Mr Mills said phase one of the campaign had helped the carrier expand from three to five flights weekly. The airline would like daily flights.
'Our tracking and antidotal research has shown that people remembered the advertisement and they associate it with high quality and the image we want to position ourselves with. We are optimistic that this second phase will build on that success.'