THE BIRTH OF A“BIG MOVIE”

Text by Yang Zhen&Wang Dan &Lin Ying and Liu Xiadan Translation by Zheng Ying

THE BIRTH OF A“BIG MOVIE”

Text by Yang Zhen&Wang Dan &Lin Ying and Liu Xiadan Translation by Zheng Ying

During December 2016, when China Southern Airlines rolled out its brand-new promotional trailer at the Toronto/Adelaide inauguration ceremony, it quickly received praise among domestic and international travellers. On December 15th, the trailer was broadcast on Phoenix TV and went viral on WeChat, viewership reaching over 100,000. Why is the promotion trailer so successful?

一部情感“大片”的诞生

“飞行真的像地心引力一样自然吗？”一部短片用精美细腻的镜头，真诚的语言，丰富的人物和数据在一分钟里，向人们解答了这个问题。这部被称为有大片质感的短片，就是南航最新的宣传片。2016年12月，它在多伦多、阿德莱德航线开航仪式上首次亮相后，即广泛引发好评。随后，在微信公众平台上又掀起一轮大面积传播，阅读量迅速突破10万+。是什么因素让一部企业宣传片得到如此高的关注？

Technology and Data speak a thousand words

玩科技与亮数据

It's hard to say when, flying became a part of our life style Bags packed, unticipation brimming,we press forward to new horizons.But, fly, should it be taken for granted?

Starting with those questions, the trailer follows up with delicate, refined camera footage to present China Southern's professional, focusing and hardworking qualities, and all the efforts they make to ensure safe, smooth and comfortable trips for passengers.

“In the narrative, data analysis is used to show what an international and professional team we are in every aspect. No matter whether it's flights, meals, maintenance, or service,” says Helen Liu, VP of Marketing, China Southern. “This is what happens in media business today. The audience loves stories, and stories should be supported by numbers. We are also confident to present our professional and customer-oriented services. We are really proud of our team.”

The trailer was produced by an award-winning crew at the 27th China Golden Eagle Award, who won the Best Public Service Ads with “The Chopsticks”. Our talented post-production team then used green screen techniques to achieve the scene of a China Southern operated Boeing 787 flying over a snow mountain. We first shot the scene of a pilot working in front of a green background. At the post-production stage, the green screen was removed, and a 3D plane added to the background. “This technique is normally used for movie making. It helped us achieve the impossible mission; those scenes couldn't be completed in real reality otherwise!” says Liu.

Most of the actors were selected among China Southern associates from various function teams. Our scenes cover a wide range of areas, from cargo cabin to in-flight mealis kitchen, the secret places passengers feel curious about.

Adding love as a final touch

“情感”为“实力”加分

Meanwhile, the promotional trailer aims at provoking emotional appeals to emphasise China Southern's professionalism, and its sincere, caring, customerfirst attitude. Building a brand image of China Southern with love, the promotion trailer has been a great success at home and abroad. “We would like to bond with love, which is the most universal language to the world” says. Liu The previous brand-building attempt of public service mini film “A Dream Starting from the Heart” was a successful elaboration of China Southern's values, greatly boosted our brand reputation and affinity.“China Southern with Love” is the current key focus for China Southern's brand building efforts. The company has been investing in brand building since 2009. Taking the opportunities of operating A380s and Boeing 787s, China Southern presented itself as an airline with ambition and strength as the world's third and Asia's biggest airline. In recent years, China Southern has gradually increased emotional appeals to connect with customers.“Aviation isn't just about being in the sky, but connects to so many aspects of our lives. Deliver the best we can in every post is one of the shared values for the 100,000 associates working at China Southern.”says Liu.

CAPTIONS:WHAT DID THEY SAY?“大片”观后感

Gareth Williamson (Trade Development Manager of Christhurch): The new China Southern Airlines film demonstrates the airline's commitment to safety, quality and its focus on providing a top customer experience. This is very mu ch in line with my personal experience of the airline, and I congratulate the airline for commissioning this piece of work.I travel reg ularly with the airline and enjoy the state-of-the-rt Boeing Dreamliner aircraft, and the attentive service on board.

Gareth Williamson（基督城机场贸易发展经理）：最新宣传片表达了南航对安全、质量的承诺以及对提供顶级航空体验的重视。这符合南航服务给我的印象。我经常乘坐南航旅行，非常享受波音梦幻飞机和南航的机舱服务。

Anurag Dewan Director-Flight Services of LSG Sky Chefs：The film is great and very well designed!C hina Southern I feel is the best in sky, connecting the world and making air travel as one of the safest means of travelling. Bringing families and world togethe. If I were to sum up on CZ I would say that travel by CZ is like home away from home as their inflight team is the best and always very warm and welcoming.

Anurag Dewan（LSG Sky Chefs航空服务理事）：这部宣传片非常好并且构思巧妙。它让飞行变得安全，将世界连接在一起，使得人们可以团聚。要我总结的话，我觉得南航的服务让人有回家的感觉，一直那么温暖。

Liang Cicong, Responsible for Communication,General Consulate of France in Guangzhou: what impressed me most is that the image is so clean and bright, and the smile is warm. A bright smile is just like the floating clouds, or sunshine outside the window, gentle and warm. Sometimes I was thinking maybe I was taking a trip in a marshmallow, and I believe that girl in the advertising video would also think so. The general impression is great. The shot of pilots and technicians give the sense of rigour and preciseness, while the stewardesses fill out the soft part.

梁赐聪(法国驻广州总领事馆公关项目官员）：印象最深刻是画面都好干净明亮，笑容也都好明朗。明亮的笑容像漂浮着的白云，又如客舱外的阳光，柔柔的、暖暖的，有时候会想，我是躺在棉花糖里旅行呢。宣传片里那个小女孩可能也这么想过。整体感觉挺大气的，飞行员、技术人员的镜头给人严谨坚毅认真的感觉，空姐的部分补充了柔的元素。”

Frank Chen （Film Director）: “When I shot the advertising video, the spirit of China Southern Airlines made me realise that people who were working in airline business were really respectful.”

导演陈孟浩：在拍摄宣传片的过程，南航人的精神，让我了解航空人真是从事一种让人敬佩的职业。

Jiang Junyu（ from Cabin Service Division of China Southern）: “A perfect video relies on the effort and hard work of the staff, while the honest passenger cabin service is realised by the hard work of the cabin attendant'.

“演员”蒋俊玉(客舱部)：完美的拍摄作品背后离不开工作人员的辛勤付出，真诚的客舱服务背后离不开乘务员的用心付出。

Song Mei, （from Ground Handling Division of China Southern）: “China Southern was listed into SKYTRAX's top 15 most-liked airlines all over the world in 2016, and China Southern was NO.1 among airlines of Mainland China. Such achievement is made possible by every personnel of China Southern and every smile and wholehearted service from every frontline staff.

“演员”宋梅（地服部）：这段影片很真实反映了我们的状态和心声。2016年南航跻身Skytrax全球最喜爱航空公司15强，排名中国大陆第一。这样的成绩是因为每一名前线工作人员，都在用微笑，用心去服务。