Air Canada has chosen Hamazaki-Wong of Vancouver as its first ethnic agency.

Marc Trudeau, director of marketing for Air Canada, says a campaign directed at the Chinese market will likely begin later this month.

Hamazaki-Wong will also be responsible for advertising to other ethnic groups, bringing in expertise from outside the agency as needed.

The first campaign will focus on the airline’s Hong Kong route which was opened in December.

The media plans have not yet been finalized but the primary medium is expected to be print with, possibly, some television support.

To help Air Canada communicate better with Canada’s ethnic communities, direct marketing, promotional activities and event marketing will also be part of the mix.

Air Canada also recently made a number of other announcements hot on the heels of last month’s statement that the airline had lost the contract as supplier for the Air Miles Reward Program to Canadian Airlines.

Air Canada and German airline Lufthansa announced an alliance that includes coordinated schedules, shared passenger services and reciprocal participation in frequent flyer programs.

Lufthansa previously had a similar deal with Canadian Airlines.

The alliance resulted in an immediate increase in the number of daily flights from Vancouver and Calgary to Frankfurt.

The combined networks serve 250 cities in 85 countries.

Trudeau says there will be some joint advertising programs for the two airlines and Lufthansa will be featured as a partner in other applicable Air Canada advertising.

Marketel, of Montreal, is Air Canada’s agency-of-record, while u.s.-based Young & Rubicam has Luftansa’s global assignment.

Air Canada has also re-introduced special children’s fares for travel in Canada. Starting June 1, young travelers are being invited to join its Skyriders Club.

Skyriders is a program for children aged four to 12 which includes play areas at selected airports, an on-board library of books and games, and a take-home pack of toys, books and games.

New in-flight menus for children feature Harvey’s hamburgers, chicken fingers and lasagna.

A special children’s audio channel has been added to the in-flight entertainment choices. ytv videos will play on the big screen during peak summer months.

No major advertising campaign has been planned for Skyriders but it will be an added-value element to Air Canada’s other advertising.