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.
