Lillibeth Canet Bishop, Senior Director, Marketing & Public Relations-North America, Air China Limited
Lillibeth led the charge to reinvigorate the China and Air China brands and broaden their allure through collaborative partnerships. The campaign was designed to promote China's rich history and heritage by reintroducing the Silk Road through PR and promotions, to reverse the decline in arrivals from the U.S. into China and to stimulate the American point of sale by convincing international travelers there's more to China than Beijing, Shanghai and Xi'an.
Lillibeth led the immersive event "Rediscover the Silk Road in Beautiful China," which was attended by the top tourism directors of the provinces along the Silk Road in China. A mine travel trade show, followed by a press conference and dinner program was covered by top travel trade, Chinese and other Asian media.