I had talked about Asian faces in general market advertisements in my blog post "Asian on TV." How about Chinese characters and fortune cookies?
To promote its direct flight to Shanghai, American Airlines hired a street team to give out future cookies in Chicago. FYI, future cookie is NOT a Chinese traditional culture. It is just a "dessert" Chinese restaurants give to customers in the US. AA did not give the cookies in Chinatown either. Their team handed out the cookies in business district areas.
Wonder what are the fortunes in the cookies? There are there of them: "Nonstop to Shanghai on American Airlines, your perfect match," "You will enjoy nonstops to Shanghai on AA," and "AA nonstops to Shanghai looks very good."
AA also had scooters towing two-sided backlit panels (Chinese headline and English copy) toured the streets within Chinatown and the Central Business District. The campaign also includes some print ads on Chinese publications and online ads on Chinese as well as pan-Asian sites. The whole campaign indeed integrate both general and Asian marketing.
See also story on MediaPost.
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Asian American
, Asian Marketing
, Fortune Cookies
, Chinese Culture
, American Airlines
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