Cathay focuses on upgraded services

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