Turning Six Airline Services into One Memorable Reason to Choose Shenzhen Airlines把六项航空服务，变成一个消费者记得住的选择理由
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。
Internal company project materials. 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
Shenzhen Airlines offers distinctive services including airport transfers, valet parking, expedited security, flexible ticket changes, onboard Wi-Fi, and discounted upgrades. However, information is scattered, raising understanding costs. The brand needed to clarify service differences, build a premium image, and ensure travelers prioritize Shenzhen Airlines for future trips.深航拥有接送机、代客泊车、快速安检、极速退改签、机上Wi-Fi、特惠升舱等多项特色服务，但信息分散、理解成本高。 品牌需要同时完成三件事：讲清服务差异、建立优质形象、让消费者在下一次出行时优先想到深航。
02
The decisive insight关键洞察
Business travelers and younger professionals do not want to memorize six service names. They want a smoother, more efficient journey. Efficiency opened the conversation; comfort gave the benefits one brand meaning.商务人士和90后职场人并不想记住六个产品名，他们真正购买的是一段更高效、更省心、更有品质的旅程。 因此，我们以“高效”为话题入口，以“舒心”为品牌归属，把功能利益统一进同一个体验承诺。
03
The core idea核心创意
Centered on the 'Comfortable Flight Solution', we reorganized six services into user benefits: efficiency, convenience, ease, time-saving, comfort, and value. We designed a continuous path from awareness to experience: sparking real pain points via topic discussions; explaining services through creative videos; lowering entry barriers with limited-time gift packs; turning service info into an interactive H5 puzzle; reaching targets with city tour buses; building reputation via Xiaohongshu, traveler communities, and KOL content; and integrating sub-brands like 'Shenzhen Airlines Girls' under the vision of 'Always Naturally Considerate'.围绕“舒心飞行解决方案”，我们将六项服务重新组织为高效、便捷、省心、省时、舒适、优惠六个用户收益，并设计从认知到体验的连续路径： 以话题讨论唤醒真实乘机痛点； 用创意视频集中解释六大服务； 以限时权益礼包降低首次体验门槛； 通过互动H5把服务信息变成可参与的解密体验； 以城市巡回巴士触达目标人群，再用小红书、旅客社区与KOL内容沉淀口碑； 将“深航女孩”“尊鹏阁”“深航易行”等子品牌共同纳入“任何时候，自然体贴”的品牌愿景。
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
以话题讨论唤醒真实乘机痛点；
02
用创意视频集中解释六大服务；
03
以限时权益礼包降低首次体验门槛；
04
通过互动H5把服务信息变成可参与的解密体验；
05
以城市巡回巴士触达目标人群，再用小红书、旅客社区与KOL内容沉淀口碑；
06
将“深航女孩”“尊鹏阁”“深航易行”等子品牌共同纳入“任何时候，自然体贴”的品牌愿景。
01
Sparked real travel pain points through topic discussions.
02
Explained six services using creative video content.
03
Lowered entry barriers with limited-time benefit gift packs.
04
Transformed service information into an interactive puzzle experience via H5.
05
Reached target audiences with city tour buses and built reputation on Xiaohongshu and KOL content.
06
Integrated sub-brands under the vision of 'Always Naturally Considerate'.
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
明通把航空公司内部的服务清单，翻译成旅客能够感知的“舒心”价值；
02
把一次活动，升级为可长期复用的服务营销框架。
01
Translated internal airline service lists into traveler-perceived 'comfort' value.
02
Upgraded a single campaign into a reusable service marketing framework.
What this proves它证明什么
Why this case matters案例价值
The work connects six service benefits, one customer promise, and a coordinated path from awareness to trial and consideration.这个案例展示了明通如何围绕“把六项航空服务，变成一个消费者记得住的选择理由”，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。
A brand upgrade should do more than change a slogan; it should translate corporate strengths into value that customers can recognize.品牌升级不是更换一句口号，而是把企业能力改写为用户价值。
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
