The challenge 

To position Hong Kong’s flag carrier as a market leader and the preferred choice of key target audiences

Key objectives

To raise awareness, understanding and engagement of the airline in UK markets over a 4 year period; to reach target audiences for all products including First Class, Business Class, Economy and the airline’s Marco Polo loyalty club. 

Our approach

Create on-going campaigns > Develop for B2C & B2B > Campaign activations > Refresh campaigns continuously

Our work

We designed and delivered a wide range of communications to showcase the premium qualities of the Cathay Pacific brand and brand experience; included were brand brochures, tactical brochures, digital and press advertising, merchandise and premium branded gifts; these were tailored for SMEs, large corporate accounts and leisure travellers to drive business to Hong Kong and beyond in the Far East and to Australia.

In addition, we designed and delivered a series of bespoke promotions to fit key calendar dates; these included fun games, collateral, giveaways and events to engage the travel trade at selected times throughout the year as well as luxury events for top corporate companies and their travellers.  

Outcome

Cathay Pacific remains top of mind and a preferred carrier with key audiences amongst the travel trade, corporates and the leisure market.