WEBSITE DESIGN

China Eastern Airlines

THE VISION

As one of the premier airlines in China, China Eastern Airlines (CEA) wanted to educate the North American market about its First Class and Business Class services. The Moak Group’s goal was to produce an engaging website that promoted CEA’s seven North American gateway cities, enlightened customers about CEA destinations, and highlighted all of the amenities available to CEA’s premium travelers.

This site is also the landing page for all of CEA’s digital marketing in the North American market, allowing customers interested in learning more about CEA’s offerings to immediately be connected with more information about products and services, driving increased interest in CEA and ultimately, increased ticket sales.

THE PROCESS

When starting this project, The Moak Group (TMG) wanted to be mindful of how users would interact with the page, knowing that users would be interfacing with the page from a variety of devices. With this in mind, TMG ensured in the design process that the site would be fully responsive.

Another objective of the site was to provide a clear “call to action” by providing visitors with the ability to book tickets via CEA’s website for each North American gateway.

THE DESIGN

For this site, TMG envisioned a sleek one-page design that would showcase CEAs’ premium services.

TMG added a fixed-top menu that provides users access to both CEA’s American and Canadian websites, so they can book their flight according to their trip’s point of origin.

To attract the full attention of visitors, moving elements were added. This was implemented through images and text that appear on the screen as users scroll down the page and by adding parallax effects to some of those items.

THE RESULT

In the first month post-launch, the site attracted tens of thousands of visitors with almost 15% percent returning at a later time to continue their experience.

Ninety-four percent of users who have visited the site live in the United States and Canada – precisely the audience this site was intended to serve.

Thirty-eight percent of visitors engage with the site on mobile devices, re-affirming the importance of a responsive and light-weight design for the site.

The Moak Group

The Moak Group

The Moak Group is a D.C.-based public affairs, advocacy, marketing, media relations, and business consulting firm. Headquartered in Washington, TMG operates around the world, providing our domestic and international clients with the expertise and support they need to succeed.
The Moak Group

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