After all, the word "oriented" has multiple meanings and connotations -- the Orient, the East (東方), the countries of Asia (亞洲), positioned to a particular direction (方向), to get one's bearings (定方位), to acclimate to a new environment (適應環境) and more.
The tagline, "Get oriented to the Orient!" is an especially upbeat and clever play on words.
But how does it affect the bottom line?
And how would it set the airline apart from the competition?