China Airlines and Taiwan Tourism partnered with Skyscanner to inspire German travellers to visit Taiwan while connecting destination discovery with flight consideration. Through a mix of destination content, sponsored placements and social media, the campaign engaged travellers throughout the planning journey, making Skyscanner the ideal platform to influence both where travellers go and how they get there.
Combining Airline and Destination Expertise
Planning a trip usually starts with one question: Where should I go? The airline comes later. China Airlines and Taiwan Tourism recognised this and built a campaign around the way people naturally plan travel. Taiwan Tourism inspired travellers with rich visuals and everything the destination has to offer, while China Airlines remained front and centre as the airline to get them there. By bringing destination marketing and airline advertising together, both partners shared the same traveller journey. As interest in Taiwan grew, so did consideration for China Airlines, creating a connected experience that felt relevant from the very first touchpoint.
Capturing Travellers Before They’ve Decided
Some of the most valuable travellers are the ones who haven’t made up their minds yet. Alongside travellers already considering Taiwan, the campaign also reached people exploring other North Asian destinations with similar flight times, including Japan and Korea. This allowed China Airlines and Taiwan Tourism to join the conversation while travellers were still weighing up their options. Reaching people during this discovery phase meant the campaign could influence destination choice before plans were finalised. It also introduced China Airlines to new audiences, with 94% of activated travellers representing new demand, helping grow consideration beyond existing customers.
Inspiring and Converting in One Journey
Travel planning rarely happens in a single session. People discover destinations, compare options, revisit ideas and eventually book. The campaign was designed to support every step of that journey. Homepage Hero, Paid Social and Destination Spotlight introduced travellers to Taiwan and sparked inspiration. As travellers moved closer to booking, the Airline Explorer, Sponsored Results and branded search experiences kept China Airlines visible while making it easy to direct to their booking flow. Travellers encountered the brand consistently throughout their planning journey, creating familiarity and confidence as they moved from browsing to booking.
The Results
View all articles“Skyscanner proved to be an invaluable partner in helping us connect with travellers throughout the entire travel planning journey. Its unique ability to engage audiences at the point of destination discovery allowed us to reach potential customers before travel decisions had been made, creating opportunities to influence both destination and airline consideration. Through Skyscanner's combination of high-impact branding solutions and performance-driven products, we were able to introduce China Airlines to new audiences, build meaningful brand awareness, and deliver strong commercial results. The partnership demonstrated the power of Skyscanner as a platform that effectively bridges inspiration and booking, making it an ideal partner for airlines looking to drive both brand growth and measurable business outcomes.”
— China Airlines Team