Hamazaki Wong Marketing Group

Air Canada

Integrated Multicultural Marketing

Hamazaki Wong has worked extensively with Air Canada, bringing a wealth of experience and insight into the airline and tourism sectors for two decades. Our collaboration spans global brand campaigns, market launches, and integrated marketing initiatives designed to connect with multicultural and international audiences across Canada, the United States, and around the world. Leveraging our deep understanding of both the travel industry and ethnic consumers, we’ve developed and executed campaigns that are strategically grounded, creatively resonant, and performance-driven. Our fully integrated approach combines data-led strategy, multilingual content development, cross-channel media planning, and localized execution to ensure relevance across diverse audiences. By aligning travel motivations with cultural values and delivering personalized messaging across paid, owned, and influencer channels, we have helped Air Canada strengthen emotional connection, enhance brand equity, and drive engagement across key markets — reinforcing its position as a global leader in travel and a brand that speaks to the world. 

Services:

Strategy & planning
Creative direction
Copywriting & Art direction
Creative Development & Bicultural Copywriting
Bicultural marketing
Multicultural marketing
Chinese marketing
Media planning & buying
WeChat & RED Note Influencer marketing
Chinese Social media
WeChat Marketing
Multicultural Public relations
Digital Tracking & Multicultural Analysis

When Language Becomes the Visual 

This award-winning multimedia campaign for Air Canada uses the concept that Chinese characters all evolved from pictures. These ‘pictograms’ then became the basis of the campaign’s visual and headline, communicating a product benefit and reason to travel Air Canada — in a clean, simple, unique and culturally relevant way. Hamazaki Wong’s campaign for Air Canada recognizes the historical and cultural significance of kanji characters as a form of visual communications. Hence, in a contemporary context, the creative campaign uses the symbolic and literal meanings of the characters as visual devices and as headlines creating an economy of creative usage that manifested a visual minimalism with power and elegance. 

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