Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy
  • Branding

INDUSTRY

  • Hospitality & Real Estate
Contact Us

China Eastern Airline Co-branding with Shanghai Expo 2010

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.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Making Sense of White Elephants: Cultural Research for Brand Positioning and Innovation

In today’s global marketplace, brands grapple with diverse challenges, yet information abundance prevails. The digital realm generates copious consumer data, detailing th…

Brand Positioning: Letting the World Fall in Love with JiangXiaoBai

JiangXiaoBai and Tmall: Redefining Chinese Traditional Liquor's Global Brand Positioning JiangXiaoBai, in partnership with Tmall, made waves at Vinexpo 2019, the prestigi…

Branding Strategies for Chinese Traditional Companies

The resurgence of vintage brands has been a notable trend in the West over the past five years, and it shows no signs of slowing down. Brands that were iconic in the '80s…

Brand Potential: Is there a Brand Canada?

With the celebration of Canada’s 143rd birthday last week and the upcoming G8/G20 summits in Toronto later this month, Canada has recently received a lot of attention in …

What the #$%&?: Exploring the Use of Symbols in Brand Names

Crafting a memorable brand name is becoming progressively challenging in a landscape where many words, including the most recognizable fruits, are already claimed. Genera…

Same Attribute, Different Expression: Applied Semiotics for Brand Differentiation

Marketing and branding professionals face a reoccurring question in today’s business world: How can my brand be differentiated from competitors and recognized by my targe…

Alphabet or Alpha Bet? How the Transformation of Brand Architecture Impacts Google

In a revolutionary move on August 10th, 2015, Larry Page announced Google's brand architecture transformation, creating the innovative holding company, Alphabet. This res…

What to Keep in Mind for Brand Naming in China?

As we enter the new decade, everyone is trying to foresee the upcoming trends and become the top player in China’s huge and growing market. In the coming decade, China’s …

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject