The site features a virtual tour of the plane, with video clips of flight attendants demonstrating the various features of the First, Business and Economy Class sections. Site visitors can browse menus and watch the flight attendant bring them drinks and food. They can also access the StudioCX in-flight entertainment system and watch trailers for the movies being shown.
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.
