The best carrier from Taiwan

Global direction. Local movement.

Bringing China Airlines’ global direction closer to Indonesian audiences through locally made content, campaigns and performance media — while staying true to the brand.

Challenge

Global direction vs local relevance

Maintain the strength of the global brand while creating communication that resonates with Indonesian audiences.

AMCO role

A daily creative partner, not a campaign vendor

Global guidelines are treated as a system, then worked into local moments, language and habits through a weekly production rhythm.

Proof

Social, performance and on-ground

A connected range of executions across social content, performance media, campaign creative and on-ground work.

Creative approach

Same spirit.
New connections.

Relevance is split into four territories so every post has a reason to run, not just a slot in the calendar: a reason to go, help to plan, a push to book, and a moment to connect.

01Destination Stories

Turning routes and destinations into reasons to travel.

A China Airlines Instagram carousel, ‘Summer Spots in the USA’, with swipe cards for San Francisco, Los Angeles, Seattle and Phoenix.

02Travel Experience & Information

Making travel information, service details and the journey easier to understand.

A passenger on board redeeming a China Airlines in-flight Wi-Fi voucher on her phone.

03Commercial Moments

Supporting routes, promotions, partnerships and travel events.

An airport lounge table card for the China Airlines BNI and OCBC promotion — up to 10% off America and Canada routes.

04Local & Seasonal Relevance

Connecting the brand with moments that matter in Indonesia.

A stack of China Airlines Indonesia materials: a Maulid Nabi greeting, the Taiwan Travel Fair II 2026 announcement and an on-stage About us presentation.

One idea, many formats

Consistent stories. Wider reach.

From everyday social content to campaign, performance and on-ground executions, we adapt the brand story across different touchpoints while keeping the experience connected.

01Social Content

Feeds, Reels, Stories, Carousel, daily publishing

02Performance Media

Always-on, campaign amplification, retargeting and conversion support

China Airlines performance media board: drive digital traffic, build event momentum and keep the ecosystem moving, with always-on, campaign amplification, audience retargeting and traffic and conversion support.

03Campaign Creative

Key visuals, route launches, partnership promos, seasonal pushes

China Airlines campaign creative in Jakarta: a Fly Beyond billboard at Taman Anggrek, a ‘Calling out’ student poster and a Fly to Phoenix video on a tablet.

04On-ground & Collateral

Event visuals, digital screens and supporting collateral

The China Airlines booth at a Jakarta mall travel fair, with a Taiwan destination poster on the counter beside a stack of matching leaflets and a table flag.

Results

From adapted to locally madeGlobal direction now reaches Indonesian audiences as work created here, rather than material translated after the fact.

A continuous publishing rhythmOver 100 assets a month across channels — a steady weekly flow instead of campaign bursts, keeping the brand present between launches.

Nothing waits for a briefSeasonal and commercial moments are planned into the calendar, so the creative is ready before the date arrives.

One creative line across formatsSocial, performance, campaign and on-ground executions produced from a single team instead of separate suppliers.