Ad Nut
Aug 8, 2017

Cathay Pacific tunes into local sounds in latest campaign

The airline's The Sounds of Travelling Well campaign features the audio bites from the Kuala Lumpur, Hong Kong, Osaka and Kyoto routes.

Cathay Pacific and McCann Malaysia have produced an audio mix for the Kuala Lumpur-Hong Kong-Osaka-Kyoto route for the simply named The Sounds of Travelling Well campaign.

Throwing in the announcement chime of Kuala Lumpur International Airport and the unmistakable clacking of Hong Kong's pedestrian signal, among other sounds, into the mix, the medley surprisingly became quite a catchy tune, albeit the rather repetitve "freedom, adventure, travel"  and "fasten, unfasten" phrases might stick in Ad Nut's head all-day.

A few other campaigns have played on the sound sensation like this Ritz Crackers campaign that unfortunately overwhelms the senses.  What's Cathay's campaign has done right is to mix sounds that are not normally pleasant but are turned into a standout melody. 

 

Related Articles

Just Published

3 hours ago

Red Havas announces major restructure

Red Havas has merged its health agencies in Europe and the US with individual health comms professionals across the Asia Pacific region to create the single unified brand Red Havas Health, it announced today.

3 hours ago

Does ‘brand purpose’ messaging actually impact ...

A recent study by Vrity shows taking stances on social issues does increase purchase propensity.

3 hours ago

Disney beefs up ad sales technology

Walt Disney Co. announced a suite of new products and a plan to rapidly automate its ad sales business across linear and digital platforms.

3 hours ago

MDC’s Mark Penn: “CMOs are in ‘get back to ...

The holding company reported a roughly 14% organic revenue drop in 2020, but says things are turning a corner from the worst of the pandemic.