Cathay Pacific has changed course and its global advertising
campaign now focuses on its upgraded products and services.
Entitled "Progressive", the ads zero in on the airline's multi-billion
dollar investments of the past few years, including personal television
and audio systems, food, and the fact that it has one of the world's
youngest fleet of aircraft.
McCann-Erickson was the agency behind the TV and print campaign and
Cathay team head Vince Viola said that previously, the emphasis was on
brand affinity, but this campaign focused on the product within a brand
packaging.
Its series of TVCs, aimed at business travellers from around the world,
attempts to convey the idea that Cathay provides creature comforts for
passengers who have to sit in one place for more than just a few
hours.
One execution (above) shows a woman expressing surprise while watching a
programme on her personal television.
The campaign utilises regional media vehicles around the world:
Discovery Channel and Time magazine in Asia-Pacific; the BBC in Europe
and CNN in North America. Country-specific media vehicles are also used.
