Air China has tapped J. Walter Thompson Beijing to create both a global brand strategy and an integrated campaign for multiple international markets, marking the first time the airline has embarked on a concerted international push to build its brand profile outside of China.
The agency will serve as the strategic and creative output hub, leading Air China‚Äôs first global brand building project.
J. Walter Thompson Beijing will work with a multidisciplinary WPP ‚ÄúAir China dream team‚ÄĚ, which includes Burson-Marsteller, Taylor Nelson Sofres and Mediacom, to both a short-term and long-term brand building strategy that spans advertising and PR in seven global markets, including Germany, England, France, Canada, and the US. As part of this remit, J. Walter Thompson Beijing will create brand ads that will run across all mediums, including digital, print and TV.
‚ÄúThis win has the potential to create a truly iconic state-owned Chinese brand around the world. It demonstrates the power of collaboration and smart thinking. I salute our team for their tremendous job, strategically and creatively,‚ÄĚ said Jeffrey Yu, managing director of J. Walter Thompson Beijing.