Leo Burnett Taiwan lands China Airlines’ creative account

Tyson Deng, chairman of David Advertising confirmed the news to Campaign today.

Leo Burnett Taiwan is now in price discussions with the client.

Margaret Huang, MD of Leo Burnett said that they were very lucky to join this 5-way pitch, which also included Saatchi & Saatchi, JWT and a local agency, "the airline industry is key for growth, especially with direct flights to Mainland China."

According to the Taiwan Economic News, CAL witnessed an average passenger-load rate of 84 per cent in July, increasing revenues from passenger flights by 15 per cent to US$260 million.

CAL says it is expecting even further success in the fourth quarter this year, as it is often a peak season for the passenger flight market due mainly to the Christmas holidays.

CAL is the flag carrier and the largest airline of Republic of Taiwan, the airline is owned by China Airlines Group, which is owned by the China Aviation Development Foundation.

The airline has a strong presence in the Southeast Asia, East Asia, and Northeast Asia air markets. It has operated the route between Hong Kong and Taiwan since 1967, which is the airline's most profitable market. It started scheduled chartered flights between Taiwan and Mainland China in July 2008.

The brand is currently represented by Kandy (pictured), a singer with popular Canto-pop duo Sugar Club. She replaced Taiwanese supermodel Lin Chi-ling as CAL brand ambassador in March.