To promote their brand with both domestic and foreign audiences, China Eastern Airlines became the only airline partner of the Shanghai Expo in 2010. The painted “World Expo” aircraft – China Eastern’s (CES) fourth airplane for the World Expo 2010, decorated with bright colors – was recently revealed at a ceremony in Shanghai Hongqiao International Airport. The plane took its maiden flight heading for Beijing on January 22nd.
The newly decorated aircraft A330 attracts passengers’ attention through its color and design. Symbolic buildings in Shanghai such as the Oriental Pearl, Jinmao Tower and Shanghai World Financial Center are placed on a blue background in the middle of the plane, representing the prosperity and diversity of Shanghai. The green and orange colors on the tail communicate the concepts of green and health that are associated with the Expo. As the only airplane partner of Expo 2010, China Eastern will provide 6 planes in total which will be responsible for both chartered and regular flights. The Expo planes are an important part of the co-branding of China Eastern and Expo 2010 as they visually promote Expo attributes as well as CES’s brand in the eyes of thousands of potential customers.
CES’ co-branding has already reached a wide audience in a number of ways. Firstly, they collected individual’s designs for the plane and held an online “Your Favorite Expo Plane” poll. From April to August 2009, more than 180 designs were received by CES from Australia, Germany, Italy and all across China. Netizens who voted for their favorite designs had a chance to win a free ticket to Shanghai Expo. These activities increased the brand awareness and esteem for CES in the minds of consumers through the visibility and interaction it generated.
In addition to the design competition and the Expo plane, CES displays the combined logos of Expo and CES on their website homepage. They even imitate the slogan of Expo Shanghai by adopting a company tagline of “Better city, Better life; Better us, Better flight.”
Through its visual and verbal identities, as well as brand communication efforts, CES has made its co-branding with Expo 2010 well known. This should serve to strengthen their brand with Chinese and international consumers that come in contact with CES in the months surrounding the Expo. However, new branding initiatives will be required to maintain and build the brand in the years to come.
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