Reigniting the Desire to Fly with New Hainan Airlines, New World让“好久不见的远方”，重新成为一张机票的理由
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
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
As international travel demand returned, Hainan Airlines needed to explain resumed routes and new service advantages while developing a more recognizable, reusable expression of its service culture.国际旅行需求逐步回归，海航需要在短时间内让用户理解多条国际航线复航、新开的优势，并重新进入“出国飞行首选”的考虑名单。 同时，企业服务文化也需要一套更具识别度、可持续延展的品牌载体。
02
The decisive insight关键洞察
After a long wait, consumer desire for distant destinations reached a critical point. Route information answers whether travel is possible; brand emotion explains why one should depart now.漫长等待之后，消费者对远方的渴望已经积累到临界点。 航线信息负责解决“能不能去”，品牌情绪负责回答“为什么现在就想去”。
03
The core idea核心创意
We embraced 'New Hainan Airlines, New World' for brand renewal and used 'Hello Distance, Long Time No See' to evoke reunion emotions. The poster series portrayed overseas destinations as long-lost friends, transforming resumed routes, new lines, the Boeing 787-9 Dreamliner, and five-star service from information clutter into credible support for a fresh journey.我们以“新海航，新世界”承接品牌焕新，以“你好远方，好久不见”唤醒久别重逢的情绪。 系列海报把大洋彼岸拟作许久未见的朋友，让复航、新航线、787-9梦想客机与五星航空服务不再是信息堆叠，而成为重新启程的可信支撑。
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。
We adopted 'New Hainan Airlines, New World' for brand renewal and used 'Hello Distance, Long Time No See' to evoke reunion emotions.
02
The poster series portrayed overseas destinations as long-lost friends, turning resumed routes, new lines, the Boeing 787-9 Dreamliner, and five-star service into credible support for a fresh journey.
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
一边用情绪创意激活国际航线需求，一边用IP系统沉淀长期服务资产。
02
明通让品牌既能赢得当下关注，也能留下可持续使用的识别符号。
01
Connected route-recovery information with an emotional reason to travel while developing reusable brand assets for continued communication.
02
Established recognizable campaign assets that could support later route and service content.
What this proves它证明什么
Why this case matters案例价值
The work connects route-recovery information, an emotional travel idea, and a reusable brand identity without claiming unverified demand or sales effects.这个案例展示了明通如何围绕“让“好久不见的远方”，重新成为一张机票的理由”，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
