NWA flying smart in Hong Kong

Hong Kong - Northwest Airlines' (NWA) has just launched its latest branding campaign "Flying Smart", handled by OgilvyOne Hong Kong, in time for the peak season in tourism across the Pacific.

MindShare has been appointed media agency for the campaign, which will run until October.

An NWA spokesperson said the branding campaign covers four market pillars which focus on world business class products, online services, network and frequent flyer program.

In promoting the group's brand, OgilvyOne was responsible for developing strategies and the media channels for the campaign. All promotion ads are covered in print, OOH, bus-body and online banners - on FT, WSJ and PanTip.

In addition to the branding campaign, NWA today announced the completion a redesign of nwa.com.

Features have been added to the booking engine, along with personalised products and easy navigation. The website, first launched in 1996, has evolved to become one of NWA's primary customer communication tools.

NWA told Marketing while it found the global airline industry challenging with skyrocketing fuel prices and competition with other US airlines, local and national airlines such as Cathay Pacific are not its "direct competitors".

The group's second-quarter report unveiled its Pacific passenger revenue increased by almost 10% from the same period last year, whereas its mainline passenger revenue rose only by 5%.