The goal, according to Thierry Halbroth, senior creative director on the Cathay team at McCann Erickson, is to “reinforce the service aspect, not just push the product”.
The site upgrade coincides with the second phase of the airline’s ‘Experience’ campaign. International print ads and online banners will promote the expanded StudioCX contents with 100 movies, 350 TV shows, 888 music CDs, 22 radio channels and programmes in nine languages.