Inflight digital magazine China Charm – App of the month

By September 20, 2018Blog, Case Studies
inflight digital magazine

Inflight magazine and digital content

Improving passenger experience through inflight magazine and serving the connected consumer on board is a big challenge for the airline industry today. This September, we decided to pick an app from the Chinese flag carrier Air China. The App of the month series is our way to promote the work of our clients and we’re proud that millions of air passengers from Air China come into contact with our technology and enjoy a greater reading experience. 


Learning about the Chinese culture through an inflight magazine  

Air China is a flag carrier and is one of the major airlines of the People’s Republic of China. In 2015, the airline carried 90 million domestic and international passengers. Since 2008 they have been entertaining their air customers via an inflight magazine about Chinese culture titled China Charm. But they wanted to create a better link between the air experience and after the flight journey, while gathering audience insights to optimise the magazine content based on readers preferences. And they wanted to ensure that they offer an ultimate reading experience.   


Solution: interactive inflight magazine  

Air China decided to take advantage of an innovative digital publishing solution and transformed their printed inflight magazine into an interactive content available in Chinese inside their own smartphone, tablet, iOS & Android app. Because the aim of the magazine China Charm was to promote the Chinese traditional culture by presenting stories and picture of cultural relics, the enrichments offered by Rakuten Aquafadas tool – InDesign plugin, proved to be very useful. In particular, the pictures of antiques or calligraphy works were transformed and from then on shown as full screen and zoomed in. Videos, audios and animated images were added too. These enrichments brought a more vivid effect for readers thus better reading experience. 


Results: functionality and engaging storytelling – combined   

Rakuten Aquafadas digital publishing solution is undoubtedly a functionally rich, expressive and interactive solution. With a professional design interface and distribution platform, our designers and editors can focus on providing the best digital content for readers.” 


Download China Charm here 

If you are interested in other case studies from the transport sector, why don’t you browse our article about the Spanish train company Renfe or read an article about the future of mobility from Continental. Make sure to subscribe to our newsletter to stay up to date with the latest content!   



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