This advertorial was written mainly to push Malaysia Airlines’ key destinations in China. Instead of the usual lifestyle articles, this piece took on a more informational tone.
Writing an ad that’s not an ad
The thing about writing advertorials is that people know they’re reading an ad. And one way to ensure that people enjoy it is by providing value to the reader. Writing about the destinations required a lot of research beforehand, and besides looking this information on my own, I’d also reached out to station heads and managers familiar with said destinations to come up with this piece.