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用公益活动推广品牌的方式,在传播环境日益复杂的市场竞争中,能发挥出极其独特的优势。南航品牌的推广,借助“阳光少年”这一公益品牌开展国际化的公益活动,有效传递了企业公益形象,为品牌注入活力并增强品牌的国际感,从而达到了多重效果。此次由北京泛亚宏智广告集团策划的第三届中韩阳光少年夏令营活动,正是延续前期“阳光少年”品牌的成功推广(12001、2002年,南航先后举办了多次“阳光少年”大型活动),开展了一次跨国性的交流。而服务南航品牌近3年、现任泛亚宏智广告集团执行客户总
The way to promote the brand with public welfare activities can play an extremely unique advantage in the increasingly complicated market competition of communication environment. With the promotion of China Southern Airlines’ brand, the international charity activity is carried out with the help of the “Sunshine Teenager” brand, which effectively delivers the corporate image of commonweal, injects vitality into the brand and enhances the brand’s international sense, thus achieving multiple effects. The third China-South Korea sunshine summer camp organized by Pan-Asia Hongzhi Advertising Group of Beijing is precisely the continuation of the successful promotion of the “Sunshine Youth” brand in 12001. In 2002, China Southern Airlines held many large-scale “Sunshine Youth” Activities), conducted a transnational exchange. The service of China Southern Airlines brand nearly 3 years, the current pan-Asian Hongzhi Advertising Group implementation of the total customer