Dragonair launches biggest advertising campaign ever

Dragonair today launches the biggest advertising campaign in its history - and one of the most ambitious commercials seen on Hong Kong television for years. The campaign focuses on the spirit of the Dragon, and the excitement of flying with the fast-growing airline to the lands that only Dragonair can take you to.

"The new campaign will be our biggest yet in terms of coverage and scope, and accurately captures the energy and dynamism of Dragonair and the destinations we fly to," said Andy Tung, Dragonair's General Manager of Marketing & Sales. "The scale of the campaign says a lot about what we are hoping to achieve in the future.

"We've come a long way in 17 years and this advertising campaign is a reflection of the internationalism that now exists at the airline. We've gained a maturity with the new business and leisure markets we've opened up in China and Asia to people from Hong Kong and around the world."

Advertising will be featured on broadcast and in print media, as well as on buses in Hong Kong, at the Airport Express Line stations and at the large public screen at Times Square.

The centrepiece of the campaign, which has been developed by the DDB advertising agency, is a 90-second television commercial. It will be the first time in almost four years that a commercial of such duration has aired on Hong Kong television. "We wanted the commercial to have an epic quality and to be a bold statement to reflect our ambitions and the excitement of the places we can fly people to," said Colin Ruffell Deputy Executive Creative Director at DDB.

Filmed in Hong Kong, Shanghai, Beijing, Taipei, Hiroshima and Siem Reap, it is directed by Hong Kong-born David Tsui, renowned for producing highly creative commercials with a unique, narrative style.

The commercial will first air at 8pm tomorrow in Hong Kong, September 2, on the Jade and Pearl channels. 

Dragonair plans to air the commercial in its main markets of mainland China and Taiwan next year. 

Dragonair is a Hong Kong-based airline, operating a fleet of eight A330-300s, four A321s and eight A320s, in addition to two Boeing 747-300 freighters. The airline's passenger network covers 28 destinations across the Asia-Pacific region, while its freighter network connects the markets of Europe, the Middle East, Japan, Taiwan and mainland China.