2017 Vivid Sydney Festival Joint Promotion


Client: China Airlines and Destination New South Wales

Campaign Period: 2017/02/04 – 2017/04/06

Campaign Objectives: Promote tourism in New South Wales and showcase China Airlines as the only carrier in Taiwan with nonstop flights to Sydney

Campaign Strategy: Leverage the annual Vivid Sydney festival to drum up consumer interest in visiting Sydney

Campaign Features

Creative Concept: Promote Vivid Sydney, the world’s biggest light, music and idea festival

Media Exposure:
Activities: Taipei Lantern Festival used to distribute small hand lanterns and fuel consumer participation
O.O.H. Advertising: MRT Ximen Station ads, mobile LED ad trucks, and human billboards all used in conjunction with the Taipei Lantern Festival to penetrate venues where consumers converge
Internet Ads: Videos used on Google Light Box and Facebook to highlight the campaign

Landing page 

Campaign Event

Activity: Taipei Lantern Festival – hand out small Sydney lanterns

Period: Feb. 10 – Feb. 11, 2017

Time: 4 p.m. – 8 p.m./lanterns handed out every hour on the hour

O.O.H. Advertising

MRT Ximen Station, mobile LED ad trucks

Internet Advertising

Google Light Box