Hainan Airlines is an international Chinese airline. As they continue to expand and open new routes into North America, they had to learn how to target an entirely new audience. Relatively unknown in North America, they were looking to raise brand awareness, elevate their brand equity, and, most importantly, find opportunities to penetrate the mainstream North American market. That’s where UNINCORPORATED came in.
We knew that the first step in targeting an audience is to figure out who that audience is. Working with Hainan Airlines, we narrowed it down to a few key personas, the business traveler and leisure traveler being the two most prominent. Armed with that knowledge, we used our target audience to inform our messaging work and our brand and marketing plan for the year. With a combination of brand-building recommendations and specific market promotions, we increased Hainan’s North American presence and make them the international airline of choice for many North American travelers.