Choice of Infinite 2017 Campaign Officially Launches Across Beijing Capital International Airport and Air China's Premium Cabins
Year-Long 24-Hour Campaign Expected to Reach Over 100 Million Travelers Across Global Departure Channels
LYRRA is proud to announce its strategic collaboration with Microsoft Bing, VISA, and CITIC Bank Infinite Card in launching the flagship campaign The Choice of Infinite across two of China's most premium travel media platforms: a large-scale billboard at the Departure Hall of Beijing Capital International Airport and a prime advertisement on the inside front cover (IFC2) of Air China’s in-flight magazine "China Charm," exclusively targeting business and first-class travelers.
As the lead content architect and visual strategist behind the campaign, LYRRA worked closely with CITIC Bank to ensure narrative coherence, premium aesthetic alignment, and maximum international impact across both airport and in-flight environments.
At the Departure Hall of Beijing Capital International Airport—the second-busiest airport in the world after Hartsfield–Jackson Atlanta International Airport—LYRRA orchestrated the design and rollout of a large-scale billboard campaign positioned in one of the airport’s most high-frequency traveler zones.
In 2016, Beijing Capital Airport approached 100 million passengers annually, with international traffic alone exceeding 102 million movements, marking a 19.3% year-over-year growth.
This strategic location guarantees the "Choice of Infinite" billboard 24-hour continuous exposure for an entire year, reaching an estimated over 100 million travelers.
LYRRA’s creative execution emphasizes freedom of choice, intelligent connectivity, and global vision, embodying Microsoft Bing, VISA, CITIC Bank’s positioning as a leader in boundaryless financial experiences.
Premium In-Flight Placement: Air China’s "China Charm" Magazine
Simultaneously, LYRRA extended the campaign narrative into Air China's premium in-flight ecosystem, securing the inside front cover (IFC2) placement in "China Charm" magazine—the official lifestyle publication distributed exclusively in business and first-class cabins.
This premium media environment enables direct communication with senior executives, entrepreneurs, diplomats, and high-net-worth global travelers, ensuring the campaign resonates with precisely the demographic Microsoft Bing, VISA, CITIC Bank seeks to engage.
The "Choice of Infinite" project was conceived, scripted, and visually directed by LYRRA’s cross-cultural content engineering team.
Through a refined fusion of modernist aesthetics, aspirational symbolism, and psychological resonance, LYRRA translated Microsoft Bing, VISA, and CITIC Bank’s brand values into a globally intelligible narrative language.
Every element—from minimalist color palettes to metaphorical messaging—was designed to project seamlessness, possibility, and global fluidity, aligning perfectly with the aspirations of today's international clientele.
Through this dual-channel, year-long deployment across airport and airline ecosystems, LYRRA helped position Microsoft Bing, VISA, and CITIC Bank at the forefront of international financial branding, extending the reach of its identity among global travelers and premium market leaders.
The "Choice of Infinite" is more than a marketing campaign—it represents a structural advancement in how brands like Microsoft Bing, VISA, and CITIC Bank engage with international audiences, weaving financial narratives into daily journeys and global lifestyles.
About LYRRA
LYRRA is an independent cross-cultural agency dedicated to decoding and curating the aesthetic, symbolic, and structural dimensions of global elite lifestyles.
Operating at the intersection of fashion, dining, architecture, automotive, and cultural capital, LYRRA designs narrative systems that empower brands to transcend borders, industries, and markets.
