China Southern is the country's largest airline and flies to around 20 international destinations. Its Sky Pearl Club loyalty programme has 3.1m members.
Over six months, Carlson's local team will review the Sky Pearl Club's programme design, systems, data and operations using the agency's knowledge of global best practice. It will seek to shift the programme's approach from product-centric to customer-driven.
Carlson will also provide consultative support during the implementation phase of the project.
He Zong Kai, vice-president and senior economist of China Southern, said: "Being Carlson Marketing's first major client in China, we believe it's a great opportunity for China Southern Airlines to improve our service standards; this is also a great starting point for Carlson Marketing in the Chinese market."
Carlson opened in Shanghai in March and its country managing director is Gabi Kool.
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