Developed by global AOR McCann Erickson’s Cathay Pacific Central team, the campaign is running across all key media channels, including a new TVC that attempts to demonstrate how Cathay’s new business class offers its target audience a place to unwind.
Cathay is also unveiling revamped first and economy-class cabins, as it tries to forge closer consumer connections amid a difficult economic climate for airline brands.
“We’re going for an epic feel,” said McCann Erickson MD of its Cathay Pacific Central team, Vince Viola.
“The new campaign will introduce innovations in all three flight classes through print and digital.”
The campaign includes a digital component that allows users to experience the feel of the new cabins, via a specially designed microsite. Print work, meanwhile, includes a four-page buy in today’s South China Morning Post.
“The simultaneous introduction of three new cabins is quite simply one of the biggest product-design projects ever undertaken by Cathay Pacific,” added Cathay Pacific general marketing manager James Ginns.
Exclusive behind-the-scenes coverage of the new campaign in Media’s 29 May issue.
