McGann | Zhang has announced it has been chosen as agency of record for Air China in the United States.
“As a global company, we have to deliver our message to customers with diverse socioeconomic and cultural backgrounds. With their talent, experience and most importantly, their multi-cultural DNA, McGann | Zhang can share our vision and let our voice be heard,” said Ping Zhang, marketing executive of Air China North America.
This is a step into new territory for the International airline. Global and anthemic, the spots will place heavy emphasis on brand voice. Driven by forward-moving visuals and poetic copy, the voice McGann | Zhang has created for Air China speaks to the freedom to move globally through the barriers of culture and distance and evokes a sense of deep connection to the world and to ourselves. The campaign aims to highlight the aspirational moments in life and travel.
“It isn’t often that you get an opportunity to work with such a well respected company who is also open to new approaches for their branding,” said Geoff McGann, co-founder, McGann | Zhang. “Our creative focuses heavily on voice and it’s especially exciting to be able to develop a voice driven platform that can speak across different languages and cultures.”
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