Spreading the message of Chinese opportunity
AS part of a global expansion, China Southern Airlines has flown more than 80 Australian writers and photographers to Guangzhou, as well as destinations across the airline’s extensive network.
The purpose is to promote understanding of the growth that is occurring in China and the opportunities that exist.
Bill Gray, a joint principal of MG Media and a spokesman for China Southern, said the airline been flying to Australia for 12 years. “However over the past two years the airline really wanted to get its name out into the Australian market, and really showcase not only what the airline can do, but also the airline’s hub – the city and province of Guangzhou,” he said.
As a part of the airline’s support of the media and newspaper industry, it sponsored the prestigious Hegarty Prize at this year’s PANPA Newspaper of the Year awards. The award was won by former editor of rural newspaper The Land, Sally White. Her prize included a flight to the destination of her choice, courtesy of China Southern.
Ms White hopes to use her prize to visit the US. “My ultimate would be to go to The New York Times or The Guardian, but I think I’ll probably end up going to the US – hopefully visiting a mix of metro and agricultural papers,” she said.
China Southern Airlines is also a sponsor of The Sydney Festival and, for the first time this year, The Melbourne Festival. Supporting the arts is something the airline believes strongly in, Mr Gray said.
“We’ve had plenty of approaches from sporting teams, but we decided to go down the arts route because China has such a proud cultural tradition and there’s a lot of interest in Chinese arts and culture in Australia.”