贴心呵护温馨旅程: Chinese tagline for SkyTeam (GNN project)

SkyTeam, the international airline alliance, asked Globrands to help develop a Chinese tagline that reflects the company’s values. We were able to do that, thanks to our cooperation with Labbrand, our Chinese partner in GNN, the Global Naming Network.

SkyTeam’s English tagline boasts: “caring more about you.” The tagline indicates dedication to the SkyTeam’s customers, a characteristic that translates well across all cultural barriers. The purpose of the Chinese tagline was to promote the same values, while emphasizing SkyTeam’s members’ dedication to customer service.

To start, a linguistic check was conducted to examine the phonetic, semantic, and regional cultural perspectives. Five short-listed tagline candidates were tested in Mandarin, Cantonese (Guangdong and Hong Kong), Taiwanese, Sichuanese, and Shanghainese.

The tagline selected by Skyteam was: “贴心呵护温馨旅程” [ tiē xīn hē hù wēn xīn lǚ chéng ], literally “caring for you with a comfortable journey” when translated into English. The Chinese tagline possesses SkyTeam’s values and adds an element of localization for Chinese market consideration.