THE BIRTH OF A“BIG MOVIE”

Text by Yang Zhen&Wang Dan &Lin Ying and Liu Xiadan Translation by Zheng Ying

THE BIRTH OF A“BIG MOVIE”

Text by Yang Zhen&Wang Dan &Lin Ying and Liu Xiadan Translation by Zheng Ying

During December 2016, when China Southern Airlines rolled out its brand-new promotional trailer at the Toronto/Adelaide inauguration ceremony, it quickly received praise among domestic and international travellers. On December 15th, the trailer was broadcast on Phoenix TV and went viral on WeChat, viewership reaching over 100,000. Why is the promotion trailer so successful?

一部情感“大片”的誕生

“飛行真的像地心引力一樣自然嗎？”一部短片用精美細膩的鏡頭，真誠的語言，豐富的人物和數據在一分鐘里，向人們解答了這個問題。這部被稱為有大片質感的短片，就是南航最新的宣傳片。2016年12月，它在多倫多、阿德萊德航線開航儀式上首次亮相后，即廣泛引發好評。隨后，在微信公眾平臺上又掀起一輪大面積傳播，閱讀量迅速突破10萬+。是什么因素讓一部企業宣傳片得到如此高的關注？

Technology and Data speak a thousand words

玩科技與亮數據

It's hard to say when, flying became a part of our life style Bags packed, unticipation brimming,we press forward to new horizons.But, fly, should it be taken for granted?

Starting with those questions, the trailer follows up with delicate, refined camera footage to present China Southern's professional, focusing and hardworking qualities, and all the efforts they make to ensure safe, smooth and comfortable trips for passengers.

“In the narrative, data analysis is used to show what an international and professional team we are in every aspect. No matter whether it's flights, meals, maintenance, or service,” says Helen Liu, VP of Marketing, China Southern. “This is what happens in media business today. The audience loves stories, and stories should be supported by numbers. We are also confident to present our professional and customer-oriented services. We are really proud of our team.”

The trailer was produced by an award-winning crew at the 27th China Golden Eagle Award, who won the Best Public Service Ads with “The Chopsticks”. Our talented post-production team then used green screen techniques to achieve the scene of a China Southern operated Boeing 787 flying over a snow mountain. We first shot the scene of a pilot working in front of a green background. At the post-production stage, the green screen was removed, and a 3D plane added to the background. “This technique is normally used for movie making. It helped us achieve the impossible mission; those scenes couldn't be completed in real reality otherwise!” says Liu.

Most of the actors were selected among China Southern associates from various function teams. Our scenes cover a wide range of areas, from cargo cabin to in-flight mealis kitchen, the secret places passengers feel curious about.

Adding love as a final touch

“情感”為“實力”加分

Meanwhile, the promotional trailer aims at provoking emotional appeals to emphasise China Southern's professionalism, and its sincere, caring, customerfirst attitude. Building a brand image of China Southern with love, the promotion trailer has been a great success at home and abroad. “We would like to bond with love, which is the most universal language to the world” says. Liu The previous brand-building attempt of public service mini film “A Dream Starting from the Heart” was a successful elaboration of China Southern's values, greatly boosted our brand reputation and affinity.“China Southern with Love” is the current key focus for China Southern's brand building efforts. The company has been investing in brand building since 2009. Taking the opportunities of operating A380s and Boeing 787s, China Southern presented itself as an airline with ambition and strength as the world's third and Asia's biggest airline. In recent years, China Southern has gradually increased emotional appeals to connect with customers.“Aviation isn't just about being in the sky, but connects to so many aspects of our lives. Deliver the best we can in every post is one of the shared values for the 100,000 associates working at China Southern.”says Liu.

CAPTIONS:WHAT DID THEY SAY?“大片”觀后感

Gareth Williamson (Trade Development Manager of Christhurch): The new China Southern Airlines film demonstrates the airline's commitment to safety, quality and its focus on providing a top customer experience. This is very mu ch in line with my personal experience of the airline, and I congratulate the airline for commissioning this piece of work.I travel reg ularly with the airline and enjoy the state-of-the-rt Boeing Dreamliner aircraft, and the attentive service on board.

Gareth Williamson（基督城機場貿易發展經理）：最新宣傳片表達了南航對安全、質量的承諾以及對提供頂級航空體驗的重視。這符合南航服務給我的印象。我經常乘坐南航旅行，非常享受波音夢幻飛機和南航的機艙服務。

Anurag Dewan Director-Flight Services of LSG Sky Chefs：The film is great and very well designed!C hina Southern I feel is the best in sky, connecting the world and making air travel as one of the safest means of travelling. Bringing families and world togethe. If I were to sum up on CZ I would say that travel by CZ is like home away from home as their inflight team is the best and always very warm and welcoming.

Anurag Dewan（LSG Sky Chefs航空服務理事）：這部宣傳片非常好并且構思巧妙。它讓飛行變得安全，將世界連接在一起，使得人們可以團聚。要我總結的話，我覺得南航的服務讓人有回家的感覺，一直那么溫暖。

Liang Cicong, Responsible for Communication,General Consulate of France in Guangzhou: what impressed me most is that the image is so clean and bright, and the smile is warm. A bright smile is just like the floating clouds, or sunshine outside the window, gentle and warm. Sometimes I was thinking maybe I was taking a trip in a marshmallow, and I believe that girl in the advertising video would also think so. The general impression is great. The shot of pilots and technicians give the sense of rigour and preciseness, while the stewardesses fill out the soft part.

梁賜聰(法國駐廣州總領事館公關項目官員）：印象最深刻是畫面都好干凈明亮，笑容也都好明朗。明亮的笑容像漂浮著的白云，又如客艙外的陽光，柔柔的、暖暖的，有時候會想，我是躺在棉花糖里旅行呢。宣傳片里那個小女孩可能也這么想過。整體感覺挺大氣的，飛行員、技術人員的鏡頭給人嚴謹堅毅認真的感覺，空姐的部分補充了柔的元素。”

Frank Chen （Film Director）: “When I shot the advertising video, the spirit of China Southern Airlines made me realise that people who were working in airline business were really respectful.”

導演陳孟浩：在拍攝宣傳片的過程，南航人的精神，讓我了解航空人真是從事一種讓人敬佩的職業。

Jiang Junyu（ from Cabin Service Division of China Southern）: “A perfect video relies on the effort and hard work of the staff, while the honest passenger cabin service is realised by the hard work of the cabin attendant'.

“演員”蔣俊玉(客艙部)：完美的拍攝作品背后離不開工作人員的辛勤付出，真誠的客艙服務背后離不開乘務員的用心付出。

Song Mei, （from Ground Handling Division of China Southern）: “China Southern was listed into SKYTRAX's top 15 most-liked airlines all over the world in 2016, and China Southern was NO.1 among airlines of Mainland China. Such achievement is made possible by every personnel of China Southern and every smile and wholehearted service from every frontline staff.

“演員”宋梅（地服部）：這段影片很真實反映了我們的狀態和心聲。2016年南航躋身Skytrax全球最喜愛航空公司15強，排名中國大陸第一。這樣的成績是因為每一名前線工作人員，都在用微笑，用心去服務。