THE SEVEN WORST AIRPORTS FOR DELAYS ARE ALL IN CHINA – The Economist, 2017

CHINA’S AIRPORTS CAN’T SOLVE THE SERIOUS PROBLEM OF FLIGHT DELAYS – Forbes, 2017

Air travel in China is hard. And during Chinese New Year, when half a billion people travel to see friends and family, airports can become the scene of anger and frustration.

Staying calm and surviving the journey requires food because ‘you’re not you when you travel hungry’.

So Snickers saw an opportunity to tackle hunger and take the brand to new heights – literally – during a critical period when 30% of all annual chocolate sales take place.

EVERY ASPECT OF THE JOURNEY WAS BRANDED

A press conference launched the partnership of Snickers and China Eastern Airlines on January 15th 2018, taking the message to China’s 500m New Year travellers via video seeded out across Weibo via fan, express targeted ads, PR including China News Weekly, and Ctrip, China’s biggest travel booking site.

The lucky few who won seats on Snickers Air experienced not just a rebranded Boeing but much more from the Snickers boarding card, through to the Snickers safety check and the Snickers desert. Even in-flight entertainment was Snickers themed.

We also activated the experience beyond China Eastern Airlines’ 61m customers – who experienced rebranded check-ins and VIP lounges – with data taking Snickers Air to anyone who travelled by air in 2017 or had booked tickets via Tencent to travel in 2018.

Billions of special packs at retail outlets completed the journey across the country.