China Airlines

Before commencing work, we conducted in-depth research on the company background and the Airline scene in Australia, and after understanding the cultural differences between Taiwan and Australia, we began formulating strategies. The first problem to solve was the language difference. China Airlines’ initial strategy was to directly translate social media content from their Taiwan headquarters and post it on their overseas accounts, but the effect was not ideal. The main reason for this was the difference in reading habits caused by cultural differences.

The square shape of Chinese characters makes them easily recognisable in images, allowing for more text information to be presented in the image. However, this is not the case for English fonts, meaning the audience will get lost easier. Therefore, after obtaining promotional content, we first needed to streamline all information, summarise core benefits and pain points in one sentence, focus on using images to produce emotional connections to deepen brand impressions, and supplement with effective and concise text explanations. This small change significantly improved China Airlines’ post-performance.