Spread­ing the mes­sage of Chi­nese op­por­tu­nity

The Bulletin - - Member Profile -

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.”

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