As an airline widely known across Asia, and based out of Taipei, we found that the North American audience was not as familiar with EVA Air. Therefore, our objective was for brand awareness. Here, we celebrated the bold green and orange colorway of the brand and paid homage to the golden age of air travel. From posters to billboards to mall kiosks to social and digital, the work turned heads in major markets across the U.S.

Business travelers represent EVA Air’s greatest segment of revenue, making them a crucial audience among which to increase brand awareness and preference. We defined the business class as ages 35-plus, having a household income of $100,000-plus, having a college degree, and taking a minimum of one transpacific flight per year.

For these posters, we commissioned an artist to illustrate the EVA planes from all angles. The planes turned out beautifully, and from there we incorporated varying scales of the EVA air word mark and logo in the bold brand colors of green and orange. Inspired by the golden age of air travel, we were aiming for impactful and head-turning graphic creative.

Overall, the campaign successfully drove significant uplifts in awareness of EVA Air, brand favorability, and brand preference among our broader target of “business travelers” (A35+ international travelers). Attention and perception change drove intent to fly and, ultimately, sales, which saw above-average growth of 2.3% during the campaign period.