We partnered with Air China to amplify the launch of direct service between Newark and Beijing featuring new Boeing 777 and 747 aircraft. We defined a strategy that would use the launch of the new route as an opportunity to increase brand awareness and affinity, as well as elevate the airline’s service proposition. We identified celebrity Chef Anita Lo to collaborate with Air China’s in-flight dining team to create a signature menu for First and Business Class cabins. The collaboration with Chef Lo was the springboard for video, social campaigns and launch events. Chef Lo travelled to China for inspiration, touring Beijing’s restaurants and markets. The journey was the subject of a campaign video that served as the centrepiece of storytelling across the airline’s marketing and publicity ecosystem. In addition, we produced the launch event for the new menu: a press luncheon at Chef Lo’s flagship restaurant, Anissa, in NYC. The luncheon featured the menu that Lo created for the new route. The launch event attracted travel and business journalists from Time, Forbes, USA Today, NYTimes, Fortune Executive Travel, ABC network, China Daily, Elite Traveler, Huffington Post, Wall Street Journal, Washington Post, Conde Nast Traveler, BBC.com, Premier Traveler, and Monocle. The project was well-received by Air China, press, and consumers alike, with growth in brand awareness, brand consideration, social reach, and over 50k views of the campaign video.