Air China - Experience Design - Key Messaging - Photography - Social Campaigns - Social Media Strategy - Video Production
Chefs’ Selection


NEW YORK, New York – November 19, 2015 – China’s exclusive national carrier, Air China, officially announced that award-winning chef Anita Lo will be partnering with the airline dining program as part of the airline’s ongoing effort to enhance and differentiate the onboard travel experience for business travelers. Anita Lo, chef and owner of Annisa in New York City, is one of the most respected chefs in the country. Air China will begin offering signature menu items designed by Chef Lo onboard flights between North America and Beijing in Air China’s First and Business class cabins early next year.


This project took on many facets over its lifetime and it was a great privilege to work with Anita Lo and see her in action. Golden Arm worked with Boeing, Anita Lo, Air China and our PR partner Highwire on the strategy, design and the campaign to launch the new exclusive menu. We provided key assets and PR support for the launch of a new route out of Newark in October 2015. We curated the launch event for the new menu at Anita’s restaurant held in November 2015. In addition we created a video documenting Anita’s trip to Beijing to meet Air China executives, the creation of the menu and the launch event in NYC.


We supported the launch of the new route from Beijing to Newark by creating innovative welcome messages for the plane as it entered Newark airport for its inaugural run. Efforts on our part resulted in the following +48m VPM PR reach. A New York Times article mentioned the Boeing planes.


We designed and supported the launch of the new menu by arranging an exclusive lunch at Anita Los’ Manhattan restaurant Annisa. In attendance were a select group of journalists and influencers from the travel and business worlds. Amongst others there were attendees representing the following organizations:

Time, Forbes, USA Today – New York City Bureau, NYTimes, Refinery 29, FORTUNE Executive Travel, ABC network, China Daily, Elite Traveler, Huffington Post, Wall Street Journal, Washington Post, Conde Nast Traveler,, Premier Traveler, Monocle & The Points Guy.



Posts and Press coverage over the duration of the campaign grew brand awareness in the American Market, critically in the targeted Business and Executive travel markets for Air China and helped increase social traffic. A result and key deliverable from the campaign is a video series Air China, the US Press & Chinese Press & Boeing can use to promote the work. To date the main video seen above featuring on FB has reached over 50k viewers. In addition Anita designed a signature Bloody cocktail for in flight delight. Enjoy!