Dragonair launches new Advertising Campaign

Dragonair is to launch its newest advertising campaign on September 8, highlighting the new features of its ongoing A330 cabin upgrade programme, including a lie-flat seat in First Class and the introduction of inflight video entertainment.

"The campaign was postponed due to the SARS outbreak, which also saw the cabin re-design programme suspended. But with passenger numbers back to more normal levels, now is the time for us to start highlighting the changes we are bringing to an upgraded travel experience," said Andy Tung, General Manager Marketing & Sales.

Three of the airline's nine A330s already sport the new-look cabin, with work on the remaining six expected to be completed by 2005.

Comprising a new television commercial and placements in Hong Kong newspapers and magazines, the campaign will run for three weeks.

The centrepiece is the 45-second commercial, produced by advertising agency DDB.

"The new commercial extends the sophisticated look and feel of our 'Year of the Dragon' campaign last year, which received a lot of positive feedback," said Andy Tung.

Noted Colin Ruffell, Deputy Executive Creative Director of DDB: "For Dragonair it was important to create a commercial that would not only do justice to our designer's efforts to create a fresh new look in line with our passengers' contemporary tastes, but would also provide a powerful brand statement.

"By using the Dragon to introduce the new features in a provocative way we think we have achieved this while still leaving the viewer with an overall impression of the space, colour and comfort that the new interiors offer."

The commercial will first air at 8pm on September 8, on TVB's Jade and Pearl channels. The commercial will also be aired on the large public screen at Times Square in Hong Kong.