Sixth Sense Media is honored to accompany China Airlines in its 66th anniversary advertising campaign, deployed at two of the most prime outdoor LED screen locations in Hanoi.

1. Campaign Overview

To celebrate its 66th anniversary, China Airlines – the national airline of Taiwan – launched a promotional campaign highlighting special airfare offers, with a strong focus on large-format outdoor LED OOH screens at central locations across Hanoi.

The campaign aimed to expand brand visibility at scale while simultaneously stimulating immediate ticket bookings at the point of contact, achieved through the integration of QR codes directly on the LED screens.

Campaign information:

• Campaign name: Major Promotion Celebrating the 66th Anniversary of China Airlines
• Brand: China Airlines
• Industry: Aviation
• Duration: December 16, 2025 – January 15, 2026
• Locations: Capital Place & Trang Tien Plaza, Hanoi
• Format: Large-format outdoor LED screens displaying 30-second TVCs, 120 spots per day, integrated with QR codes for instant ticket booking

2. Background

The year 2025 marks a significant milestone – 66 years of establishment and development of China Airlines, a prestigious international airline brand from Taiwan with an extensive network spanning Asia, Europe, and North America.

This period also coincides with the peak travel season at year-end and the beginning of the new year, when demand for international travel surges, especially for long-haul and intercontinental routes. At the same time, the aviation market faces intense competition as:

• Consumers are overwhelmed by promotional messages across digital platforms
• Brand recall becomes fragmented among multiple choices
• Ticket booking decisions are made increasingly fast and rely heavily on brand trust

In this context, China Airlines identified its 66th anniversary campaign not merely as a sales promotion, but as a strategic opportunity to:

• Amplify brand presence at a scale worthy of its long-standing heritage
• Communicate values of stability, reliability, and global connectivity
• Create a distinctive and standout media touchpoint amid peak-season competition

As a result, large-format outdoor LED OOH screens in central Hanoi were selected as a strategic solution, enabling the brand to make a powerful presence in the urban landscape while directly reaching travelers and business passengers with international travel needs.

3. Campaign Objectives

• Increase China Airlines’ brand awareness in the Hanoi market during its 66th anniversary
• Strongly communicate airfare promotions for international and intercontinental journeys
• Drive direct ticket booking actions, shortening the conversion journey through QR codes displayed on LED screens

4. Communication Strategy & Messaging

Insight

• The target audience frequently travels through central urban areas and has strong needs for international travel and business trips
• They tend to make quick decisions when promotions are clear, the brand is reputable, and the booking process is simple
• OOH is not only a branding channel, but can also become an action trigger at the moment of exposure

Big Idea

Outdoor LED OOH screens were utilized as a “brand window” in the heart of the city, where promotional offers, flight journeys, and transit advantages are delivered in a vivid, intuitive, and highly memorable way.

Key Messages

• “Major promotion celebrating the 66th anniversary”
• “Fly intercontinentally with China Airlines – Taiwan’s national carrier”
• “Convenient transit via Taipei”

The messages were designed to be concise and highly legible within seconds of exposure, aligning perfectly with the nature of OOH advertising.

5. Media Channels

The campaign focused on large-format outdoor LED OOH screens at two strategic locations:

• Capital Place: A hub for offices, corporate professionals, and international visitors
• Trang Tien Plaza: A major shopping and tourism destination with heavy pedestrian traffic

Key execution highlights:

• 30-second TVCs aired 120 times per day, ensuring strong repetition and reach
• Dynamic visuals with clear brand identity and high memorability
• Directly integrated QR codes, enabling immediate ticket booking when demand arises

The combination of OOH reach and instant conversion capability allowed the campaign to go beyond traditional brand awareness.

6. The Role of Sixth Sense Media

In this campaign, Sixth Sense Media (SSM) was responsible for:

• Consulting and developing an OOH strategy tailored to the aviation industry
• Selecting prime central LED locations aligned with the target audience
• Managing deployment and monitoring screen performance to ensure optimal frequency and display quality
• Partnering with the brand to optimize the OOH + QR experience, driving both communication effectiveness and conversion outcomes

This campaign stands as a strong example of how modern OOH goes beyond visibility to inspire real action, especially for premium service brands such as airlines.

Sixth Sense Media JSC

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