BRIEF

Air China, one of the leading Chinese airline companies, wished to drive sales amongst business travellers. Comms8 was tasked to collaborate with top-tier media to promote the brand’s breadth of destinations and premium services.

STRATEGY

Brand-focused sponsorship on top-tier media: Targeting international business travellers, Comms8 worked closely with Air China to create a media first native advertising campaign on CNN, as the executive sponsor of the media’s travel-focused platform - Expert’s Guide.

Display ad on industry-focused sites: Leverage CNN’s targeting capability, we created banner display ads across business & travel sections on CNN, targeting audiences in Austria, Germany and the USA.

RESULT

Overall, the Air China campaign generated an impressive volume of 10.5 million of impressions in a 3-month period and performed exceptionally well across all CNN Digital platforms achieving an average CTR of 0.22%, which outperformed the category average CTR of 0.17%. 

The Expert’s Guide received over 2m page views from 500K unique users and successfully drove 19K traffic to the Air China landing page.

The multi-channel digital campaign included high impact skin takeovers on CNN’s Homepage and Travel section receiving an outstanding CTR of 0.21% and delivered exceptionally high CTRs of 0.57% across mobile formats.

This campaign delivered an incredible added value of over £188K for Air China and successfully uplifted Air China’s brand awareness by 27%. 

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