Air China Limited, the national airline of the People’s Republic of China, was looking for support with its press and public relations work in Germany in the run-up to the opening of the new direct flight connection between Frankfurt and Chengdu. The particular challenge was that all PR work had previously been carried out from China.
Task
To initiate German press relations for Air China and establish communication channels for German journalists.
Implementation/Results
We arranged a workshop in which we presented the German media landscape, and our Chinese colleague explained the differences to the Chinese media. We also facilitated Air China’s market entry by organising press tours in Hamburg and Berlin, designing and placing advertisements, and supporting event organisation for the inaugural direct flight connection between Frankfurt and Chengdu.
