沉浸式翻译Funding Agreement: 2024/25 China Southern Airlines AAF Campaign
丰鼎协议：2024/25南航AAF活动
This funding agreement (hereinafter referred to as the “Funding Agreement”) between China Southern Airlines Company Limited of No 68 Qixin Road, Guangzhou, China (hereinafter referred to as “China Southern ” or the “Airline”), and DESTINATION NSW, Australian Business Number 52 890 768 976, of Level 2, 88 Cumberland Street, The Rocks, Sydney, NSW, Australia, 2000 (hereinafter referred to as “DNSW”) is to undertake industry support activities in China. This forms part of the activity under the approved Destination NSW and The Airline Memorandum of Understanding (hereinafter referred to as the “MOU”).
中国南方航空股份有限公司 （以下简称“中国南方航空”或“航空公司”）之间的本资助协议（以下简称“资助协议”）， DESTINATION NSW， Australian Business Number 52 890 768 976， Level 2， 88 Cumberland Street， The Rocks， Sydney， NSW， 澳大利亚， 2000（以下简称“DNSW”）将在中国开展行业支持活动。 这是经批准的新南威尔士州旅游局和航空公司谅解备忘录（以下简称“谅解备忘录”）下活动的一部分。
Market | China |
Timing | MOU term: XXX until 30 June 2025 Travel period: From campaign start date to to 31 December 2025
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Total budget | Up to AUD 1,000,000 (ex GST) |
Budget and conditions | DNSW payment to the Airline of up to AUD 1,000,000.00 (excluding GST) as relating to industry support for China to Sydney route in the Airline and DNSW MOU Milestone 1: 40% payment payable only upon signing this Funding Agreement, receipt and approval of the Airline’s detailed marketing and media plans, provision of targets, Activity creative, provision of flight schedule from 1 January 2023 to 31 December 2023, and forward flight schedule up to 30 June 2025, and upon receipt of a valid tax invoice.
Milestone 2: 40% payment payable only upon DNSW receipt of proof of implementation and interim Campaign activity report, provision of forward flight schedule up to 30 June 2025 and upon receipt of a valid tax invoice. Invoice to be sent to DNSW in June 2025.
Milestone 3: 20% payment payable only upon completion of the Campaign, receipt of all activity reports, final Campaign and Vivid Sydney 2025 booking results, supporting documents, provision of actual flight schedule and total passenger numbers from 1 January 2023 to 30 June 2025 and upon receipt of a valid tax invoice, due 31 August 2025.
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Activity Outline | The Campaign will target high value international travellers in China, including the high value traveller (HVT), professionals with high incomes, friends, couples, family with young kids. The Campaign will be promoted in China, targeting Guangzhou and Shenzhen (primary markets) and Beijing and Changsha (secondary markets). The objective of the Campaign is to rebuild the Airline’s capacity into New South Wales, to maintain and generate new high value Airline’s Frequent Flyer members and influence their decision and booking to Sydney and NSW through awareness and demand-driven marketing activities, including promotion to the Airline’s Frequent Flyer database
The Activities will promote flights from China to Sydney, Australia on China Southern Airlines as well as its holiday travel products.
The Activities will be promoted across a variety of paid and owned as per the agreed media plan. Upon signatory of Funding Agreement till 30 June 2025. The Campaign start and end dates for each burst of activity will be confirmed via email upon commencement of the media schedule. The Campaign will be developed and promoted across a variety of channels as per the agreed media plan including WeChat Moment Ad, Little Red Book/ Douyin and WeChat KOLs, and Metro Train Wrap. The Airline will provide a combination of owned media channels and marketing-in-kind commitment including DNSW and China Southern joint landing pages on website/APP/mini program, APP/ Website/ WeChat Mini Program banners, Little Red Book/ Douyin Video/ Kuaishou Video/ WeChat Video and SMS Marketing for each burst, one livestreaming session, as well as airlines product support for mutually promotion activity. |
DNSW Obligations | Approval of Campaign strategic approach and media plan. Supply of DNSW image, video and logo assets to the Airline. In collaboration with the Airline manage approvals of creative assets including logos, images, content and key messages. |
Airline Obligations | Procure and manage direct-to-consumer activity Develop Campaign-related artwork, creative and content with use of DNSW approved imagery and logos. Provide content for DNSW marketing channels and Campaign reporting. Provide DNSW with Campaign results and supporting documentation following as per Milestone 1,2 and 3 |
Airline and DNSW KPIs (Targets) | To be supplied and agreed in writing as per milestone 1.
Targets are based on total and incremental passenger bookings generated as a result of industry support activity.
Baseline: Incremental: (10%) Total Target:
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Call to Action / Creative Branding | Fly to Sydney – book now. The user will be directed to transact on the Airline landing page or selected trade partner site. Creative branding will be the Airline’s brand treatment incorporating DNSW imagery and destination brandmark and acknowledgement as per the Aviation Attraction Creative Toolkit |
Reporting | General Reporting Upon signing this Funding Agreement: The Airline will provide flight schedule from 1 January 2023 to 31 December 2023,from 1 January 2024 to 31 December 2024 and from 1 January 2025 to 30 June 2025 upon the signing of this Funding Agreement. On or before 15 June 2024: interim Campaign activity report. On or before 31 August 2024: upon completion for the Campaign, the Airline to provide a receipt of all activity reports, final Campaign results and post Campaign analysis, supporting documents, provision of flight schedule from 1 January 2023 to 31 December 2023,from 1 January 2024 to 31 December 2024 and from 1 January 2025 to 30 June 2025. Vivid Sydney 2024 Reporting Provide interim results for Vivid Sydney 2025 passenger bookings made for travel between XX May and XXJune 2025 by Friday 7 June 2024 Provide final results for Vivid Sydney 2025 passenger bookings made for travel between XX May and XX June 2025 on or before Monday 17 June 2024 |
Contacts
| The Airline Contact details Li Zhou: zhoulic@csair.com Destination NSW Jaycee Nagel: jaycee.nagel@dnsw.com.au Rachel Kumcevski: Rachel.kumcevski@dnsw.com.au Erin Gardner: erin.gardner@dnsw.com.au
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Terms and Conditions | The Funding Agreement is subject to the general terms and conditions already approved by the Airline and DNSW in the MOU.
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EXECUTED as the Funding Agreement:
作为 资助协议执行：
SIGNED For Destination NSW by a duly authorised officer in the presence of
| SIGNED for China Southern Airlines by a duly authorised officer in the presence of |
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Signature of authorised person Date | Signature of authorised person Date |
Mr Steve Cox, CEO
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Name and title of authorised person (print) | Name and title of authorised person (print) |
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Signature of witness | Signature of witness |
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Name and title of witness | Name and title of witness |