Guangzhou Baiyun International Airport广州白云国际机场 · Civil Aviation民航 · April 2020 – January 20212020.04—2021.01
Turning Airport Information into a Shareable Journey for Passengers把机场服务信息，变成旅客愿意收藏、分享、照着走的“经广飞”
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
Internal company project documentation. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Airport information is inherently technical, fragmented, and time-sensitive. Mere notifications fail to capture attention, while generic brand films do not solve immediate passenger needs. The client required a content brand capable of sustaining service delivery, commercial opportunities, and warmth over the long term—one that clearly communicates benefits and remains accessible when needed.机场服务信息天然专业、零散、时效性强。 只做通知，用户不会主动关注； 只做品牌片，又难以帮助旅客解决眼前问题。 客户需要的不是一轮声量，而是一套能长期承载服务、商业与温度的内容品牌：既能告诉旅客“经广州飞有什么好”，也能让他们在真正需要时找得到、看得懂、用得上。
02
The decisive insight关键洞察
Meantime shifted the unit of communication from a single post to the passenger journey. Content was mapped to departure, arrival, transfer, waiting, dining, shopping, and service moments, then unified under Fly via Guangzhou.明通把传播单位从一篇推文，改为一段旅程。 围绕旅客出发前、抵达、转机、候机、餐饮、购物、接机等关键时刻，设计不同内容任务； 再用“经广飞 Family”把分散服务统一成人格化、可识别的品牌资产。
03
The core idea核心创意
Build one recognizable content platform that can carry practical airport information, commercial experiences, passenger care, and follow-up engagement.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
围绕核心判断，统一策略、创意、内容、媒介与体验触点。
02
根据目标人群与渠道任务拆解执行，并在项目过程中持续校准。
01
Aligned strategy, creativity, content, media, and experience touchpoints around core insights.
02
Executed based on target audience and channel objectives, with continuous calibration throughout the project.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
持续完成 IP 亮相、周年直播、出行法宝、错峰产品、极速服务、美食、购物、接机指引与温暖服务等十个阶段；
Developed Fly via Guangzhou from a campaign theme into a recurring content platform for passenger services, commercial experiences, and airport care.
What this proves它证明什么
Why this case matters案例价值
The work shows how fragmented airport services can be organized into a recurring passenger-content platform across multiple journey moments.这个案例展示了明通如何围绕“把机场服务做成一段可收藏的旅程”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
We gave audiences a timely reason to watch and share the long-form film, instead of treating release as the finish line.不只把长视频发出去，而是为内容找到与当下相连、值得主动转发的理由。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
Meantime organized six scattered service benefits under one Comfortable Journey promise that travelers could understand, remember, and choose.服务很多，不等于用户能记住。 明通把深航分散的产品利益，收束为“舒心出行选深航”的完整心智。
深圳航空事业增长与品牌定位品牌增长与年度传播
Shenzhen AirlinesBusiness Growth and Brand PositioningBrand Growth and Annual Communication
