Juneyao Airlines

Juneyao Air, a leading Chinese airline, launched its Melbourne–Shanghai route in December 2024. littleBIG was engaged to develop a travel PR strategy to raise awareness among Victorian travellers, and forge relationships with travel trade and key stakeholders.

With low brand recognition in the Melbourne market, the challenge was to cut through and position Juneyao as a premium yet accessible option for travel to China and beyond.

To appropriately engage key audiences, we created two high-impact events designed to drive trade and stakeholder connections, influencer engagement and consumer awareness.
First was a carefully curated lunch for on-target content creators, featuring a perfume-making masterclass and major giveaways (including free flights), followed by a premium dining experience for key media, including journalists from Forbes Travel, Traveller and Travel + Luxury, travel trade PR, and government and business stakeholders at The Terrace, Royal Botanic Gardens.

Despite Melbourne’s unpredictable weather both events received maximum attendance, validating the event concepts and the pull of surprise and delight experiences. The events and subsequent media and social coverage gave Juneyao first-time exposure to millions of Victorians.