Using CNN as a core media partner, the multi-year partnership allows the
Hong Kong carrier to promote its third-generation business class product
across multiple platforms, including 60-second TV spots and sponsorship
of CNN's Biz Asia segment. The partnership also marks the first time in
Cathay's five-year association with CNN that it has ventured beyond
CNN's television programming to advertising on CNN.com. The online deal
includes sponsorship of CNN's news ticker, which was launched on CNN.com
early this month and is updated around the clock. The news ticker can be
emailed from one user to another, adding a viral dimension to the
campaign. Sponsorship of the Cathay-branded downloaded news ticker and
CNN business news ticker television will begin later this month. Nick
Morgan, senior vice-president of Turner News Networks advertising sales,
said the partnership allowed Cathay to target frequent business
travellers in the "optimum environment
of CNN's web and television
properties.
As part of the partnership, CNN will continue to be the exclusive
English-language inflight news provider on Cathay's international
network. "The resulting strategy is a direct consequence of CNN's role
in the life of our target audience,
said Torie Henderson, worldwide
director on the Cathay account at Universal McCann. The agency conducted
an 11-market study, which examined the need for international news,
points of correlation between media consumption and the travelling
cycle. Olivia Wong, Cathay's manager for marketing communications, said
its target audience necessitated the use of a multimedia platform. "We
wanted to make sure we are able to talk to our target audience anytime,
anywhere and that we could get our message across at the time and
mindset when they are ready to receive them."
