Position China as a Destination of Choice and Drive qualified Booking Traffic
Air China engaged Overdose with a brief to connect the countries leading carrier to the independent traveller in New Zealand. The intent here was to breakdown cultural barriers, drive engagement, build a partner brand network, position China as a destination of choice and drive qualified flight booking traffic. New Zealand subsequently became their first regional centre to fully embrace social media channels and user generated content, which was a giant leap for a state owned business. Overdose worked diligently with Beijing to gain content distribution approvals and architect user content authorisations. This market remains as their most engaged digital location outside of mainland China.
Overdose delivered the Discover China (http://discoverchina.co.nz) campaign as a multi-touchpoint solution across web, social and building a partner and influencer network. We attained partnerships with 3 significant retailers across consumer niches, and referenced posts from many sports, music & media personalities. The solution continues to drive reach, engagement and conversion into the broader Air China eco-system.