Instagram social media strategy, design and content creation for China Eastern Airlines Oceania region.

China Eastern Airlines

As one of the three major airlines in mainland China and less than 60 years old,  China Eastern Airlines hosts a fleet of more than 600 long haul and short haul aircrafts. As one of the nineteen member airlines of Sky Team Alliance, China Eastern collaborates with partner airlines to make global travel seamless and efficient. They rank within the top seven airlines in relation to passenger transportation volume.

Since its inception China Eastern has been striving to be a world class airline providing an aviation service highlighting loyalty, customer satisfaction, staff devotion and public trust.

https://oa.ceair.com/au/en/

IG Strategy & Content Creation

The basis of the strategy, content direction and production was to tap into the consumer needs for CEA’s growing online prescence and future as a premier airline offering accessible fares with the options for luxury. We connected with appropriate influencers and aviation lovers to produce content that was meaningful, targeted and received well by CEA consumers.

Project Elements

Content strategy and design for Instagram

Photography

Video including gifs and cinemagraphs

Illustration

Key social pillars established

 

Content Form and Channels

 

Results

Established a clear social media visual identity and tone of voice for the brand in the Oceania Region.

Created an asset management system that allowed the brand to increase usage of its own existing assets.

Increased engagement particularly with airline influencers and leveraged opportunities.

CEA brand recognition enhanced through diverse audience consumption and engagement.

Consistent increase in follower growth.

 

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