DRAGONAIR LAUNCHES NEW-LOOK ADVERTISING CAMPAIGN

Dragonair launches a new print and broadcast advertising campaign today which focuses on the exciting developments taking place at the airline.

“This Year of the Dragon has really seen Dragonair come of age as a Hong Kong-based international airline and naturally we wanted our advertising to reflect that,” said Dragonair CEO Stanley Hui.

“With all the changes that are taking place it’s important that we continue to communicate our strengths to travellers and reinforce our brand image.”

The airline’s confidence in its services and future development – based on a major fleet expansion program, a move into the freighter market, a move into new headquarters and the launch of a new staff uniform – is conveyed in light-hearted messages which successfully communicate Dragonair’s friendly and personable style.

The public will see the new-look advertising initially in a series of three television commercials, focusing on Dragonair’s plan to more than double its fleet by the end of 2005, service, and its unparalleled expertise in the mainland China market. This will be supported by print advertisements in local and regional publications.

“We have a new advertising agency working with us – DDB Worldwide Communications Group Inc.– and they have brought a fresh perspective to what our strengths are,” explained Corporate Communication Manager Laura Crampton.

“And with all the exciting developments at the airline this year we wanted to get away from the more conventional look of airline advertising and try something which we hope the public will find refreshing and memorable.”

The campaign begins today with a TV commercial, airing as follows:

TVB Jade – 20:00, 20:15

TVB Pearl – 19:45, 21:15

Dragonair is a Hong Kong-based airline, operating a fleet of five A330-300s, three A321s and six A320s in addition to the wet-leased Boeing 747-200 freighter from Atlas Air Inc. It has announced plans to double its fleet by the end of 2005. The airline’s passenger network covers 26 destinations across the Asia-Pacific region, including 17 in mainland China. The freighter operates to Dubai, Manchester, Amsterdam and a once-weekly service to Shanghai.