As the embattled global aviation sector looks on helplessly at the latest in a series of crisis - a possible war with Iraq - to pop up on its radar, Olivia Wong refuses to let her bubbly optimism slip.
Cathay Pacific's feisty manager for marketing communications vividly remembers the industry's high-flying days before Asia's financial crisis struck and isn't about to let terrorism or budget constraints bring her down. Fourteen years with the airline, Wong has been been through the usual turbulence that grips the industry every now and then. And she knows this too will pass.
To appreciate Wong's full throttle enthusiasm, you need to meet her.
The 37-year-old exudes a boundless energy that infects those around her.
Born in Hong Kong and raised in the US, Wong joined Cathay fresh out of university in 1988 and worked her way up the company in numerous roles and countries. She now works with a team of 15 and general manager for marketing, Charlie Stewart Cox, to ensure that Cathay's agency of record, McCann-Erickson, keeps the airline's brand flying high amid the storms buffeting aviation.
Cathay's relationship with McCann - a decade and still going strong - would be the envy of most other agency groups. Both client and agency executives meet socially on a regular basis, and it is clear that friendships have formed. "A lot of it is to do with personalities. When we are not working together we are meeting for a drink or on the weekend," says Wong.
Perhaps, all the turbulence in the sector has helped bind the two sides closer. When the Asian financial crisis and dotbomb hit in quick succession, Cathay and its agency had to move its 'Arrive in better shape' strategy to tactical, price-led advertising. Then the message evolved to the two-year 'Progressive' campaign in which Cathay focused on hardware improvements from new business class cabins to in-flight entertainment.
But with rivals catching up on the technology and product front, Wong says Cathay diverted the spotlight to its people. This resulted in the current 'Straight from the Heart' campaign, fronted by staff who put into words what the tagline meant to them. "I'm not just talking about the 'Singapore Girl' idea, but individuals. I think Singapore Airlines has done a great job to make its brand consistent and it has worked well. Sometimes we think we should have done that," she adds. But Wong isn't one to cry over missed chances.
While Cathay and McCann have nurtured relationships with media owners over the years, Wong is always on the lookout for fresh ways to deliver Cathay's message.
It's when she talks about research that her eyes really light up. "It's the sexiest thing," she enthuses. "If a media owner can show us the numbers and a unique idea, we'll try it." This has resulted in some memorable campaigns for Cathay including personalised ads in Reader's Digest, which addressed the subscriber by name, and its 'The world's biggest welcome' campaign and sweepstake to revitalise the brand and stimulate the ailing local economy.
While Wong has experienced the highs and lows of the airline industry, her big break was in 1994 when she was the last manager posted on a secondment to Dragonair, a former stablemate and now rival for the China routes, in Kota Kinabalu.
In that role, she was literally "miles away from headquarters" and had to learn all aspects of the business, from airport operations to reservations, administration and accounting. If there is one lesson Wong has learnt from recessions, it's the need to be resourceful. She adds: "With limited resources you learn to be more creative. If everyone had all the money they wanted to throw around, life wouldn't be nearly as interesting."
WONG: ON THE RECORD
Cathay culture Everything is out in the open. It's the type of culture that encourages communication and openess.
Agency tie-up We communicate. It's as simple as that. We never keep things from our agency - anything we know, they know. Sharing information means they can promote the product better.
Team work It's important to have a strong team. I need to be around people, bouncing off ideas and having a laugh while we work. Working alone drives me up the wall.
World travel I think more people should travel and experience different cultures to see how others view the world. A lot of misunderstanding could be avoided this way.
Campaign buzz Filming was a huge challenge. There were 100 people to gather over a seven-day period. The talent staff was required to get there by 3-4am and stand around for six hours at a time. It was tough!
Year ahead I'm cautiously optimistic. It's a wait-and-see game, but the big issue for the travel industry is the looming war with Iraq.