Dec 15, 2000

INTERNATIONAL: A progressive approach wins for McCann

Despite not being fully appreciated in its own hometown of Hong

Kong, Cathay Pacific is deemed a world-class airline by any

standards.



Its ultimate goal, however, is to be the world's most admired

airline.



The total campaign strategy devised by McCann-Erickson is based on the

word "progressive".



The communication strategy focuses on how progressive Cathay Pacific is

in all its areas of operation - having the youngest fleet of aircraft,

an award-winning lounge at Chek Lap Kok, innovative inflight

entertainment, and so on.



The logic was being progressive in everything it does would give

passengers, other airlines, the media and Hong Kong people real reasons

to admire Cathay Pacific.



This strategy drove the media idea (progressive = innovation).



The media challenge then became finding a way to achieve the necessary

cut-through on a tight budget, when the traditional approach was to

dominate on size.



The decision was made to communicate in a relevant way how progressive

Cathay Pacific is.



Multiple executions, each with a specific product attribute, were

created to communicate the overall strategy.



The media strategy



The overriding decision on specific media strategies and tactics was

based on the need to connect with key constituencies in relevant

dayparts, while they were in a relevant mindset.



A number of Universal McCann proprietary tools were used to highlight

intersecting moments between media consumption, consumer mindset and

daypart.



Multiple media vehicles were necessary to deliver the reach required to

launch the campaign, but tonnage alone would not deliver the desired

effect.



Universal McCann therefore had to innovate to cut through the myriad of

clutter in both the media it needed to use, and in the market in

general.



Media selected included television, print, transit media and

outdoor.



McCann also had to push the limits of very conservative media

owners.



The core to its negotiation was the desire to drive progressiveness and

innovation in every phase of the campaign.



At least one new media idea was the goal in each phase.



In the period from launch in August to October 2000, Universal McCann

claimed to have achieved a number of firsts in Hong Kong and Asian

media:



- First to place posters the full length of the MTR travellator, which

is also the longest indoor ad in Hong Kong history;



- First to place an advertisement (die-cut) across the middle of a front

page of a daily newspaper;



- First to use three vertical column strip ads on a single spread;



- First to use four corner ads;



- First to use border ads in the daily press;



- First to use centre and top banners with die-cut ads;



- First to use customised weather page ads in an English-language

newspaper;



- First to use New World Powerphones, an innovative/interactive

phone.



These 'firsts' were surrounded by traditional executions in media that

provided the necessary weight to provide a solid communication

platform.



* This issue, the ongoing National Geographic Showcase series features

material from one of the Certificate of Excellence winners in the Best

Use of Media category in MEDIA's Agency of the Year Awards 2000.



Despite not being fully appreciated in its own hometown of Hong

Kong, Cathay Pacific is deemed a world-class airline by any

standards.



Its ultimate goal, however, is to be the world's most admired

airline.



The total campaign strategy devised by McCann-Erickson is based on the

word progressive.



The communication strategy focuses on how progressive Cathay Pacific is

in all its areas of operation - having the youngest...







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