The week-old micro-site features the airline's funky 60-second 'Born to Move' launch spot, which broke in the middle of the month, as well as a two-minute making-of the launch TVC. To encourage site visitors to return, the airline will bolt on the next spot in the campaign, 'Friendship', which breaks towards the end of the month, as well as 10 new TVCs highlighting Cathay's network and frequency offerings as and when these air.
Vince Viola, Asia-Pacific senior vice-president and managing director of McCann Erickson's Cathay Pacific Central Team, said tweaks will be made to the site to bolt on other new initiatives as 'Move' has been crafted as a long-term brand investment.
"Beyond the physical aspect of moving through Cathay's network, you can mentally start planning your move by navigating the route map to find out interesting tid-bits about the various Cathay destinations, as well as the latest flight schedules," said Viola of the micro-site.
Site visitors are also encouraged to type in a few lines about their feelings, stories and travel tips of the more than 90 cities Cathay flies to and their opinions are posted on the site for others to read.
For example, the listing for Sapporo suggests visitors to the Japanese destination try their hand at glass-blowing at one of the famed glassworks factory to bring home an original souvenir.
"Eventually, what we hope to do with the site is to canvass different stories from different flyers from around the world about what moves them. For example, what moves a 50-year-old mother of three in Sydney will be very different from what moves a businessman living on the East Coast of the US who deals with three factories in China. These stories will dramatise the powerful aspects of the 'Move' platform," Viola explained.
Cathay had also sought consumers' stories on the little things that matter to them in last year's 'Little Things' campaign.
Visitors to the new micro-site will also be invited to vote for their favourite spots of the 'Move' campaign on the web, according to Viola, adding that the agency was exploring other ways to increase interaction through online. One likely initiative is a competition to find the best video clip filmed by consumers on what moves them.
Cathay heads online to expand 'Move' sell
Cathay Pacific has created a micro-site to engage consumers as well as dramatise the benefits of its newly-launched 'Born to Move' brand campaign.
