get across the point that whether you are a celebrity or not, you will always get star treatment from Hong Kong Airlines. “Shooting the tvc point-of-view style gave us the opportunity to not only tweak viewers’ interest, but, most importantly, also let them experience what service onboard a Hong Kong Airlines flight feels like,” said Benny Ko, Client Services Director at DDB Group Hong Kong. “The style is characteristic of both Jackie and the airline’s unique take on the travel experience.” The ad itself was timed to coincide with the launch of the new Hong Kong Airlines route to Vancouver. Canada about Jackie Chan endorsing the airline was positive. Chan was present for the launch itself ,where he took part in a number of appearances Business Vancouver for example called it a around the city, including taking part in a “risky partnership.”. performance with the Vancouver Children’s Choir. The article quoted Marketing academic Lindsay Meredith, who questioned whether According to George Liu, chief marketing teaming up with Chan was such a good idea officer of Hong Kong Airlines, Jackie Chan given “Chan has made many controversial was chosen because he has appeal both political statements that have offended in Hong Kong and China, as well as the people in Hong Kong and Taiwan.” West: “Partnering with Jackie Chan offers a timely opportunity to establish a cross- Meredith said that the move did not cultural connection for our customers.” make sense “unless Hong Kong Airlines has got a nice group of stodgy, dominant However, it is worth pointing out that not PRC [People’s Republic of China] folks as everyone agrees and not all coverage in customers.”
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