ROUTES TO GROWTH
To create a networking and intelligence hub for SMEs with business interests in the Far East; the concept was the initiative of Cathay Pacific and HSBC.
To increase SME traffic to the Far East, particularly Hong Kong and China.
Our positioning and concept included market research, naming and a new brand identity to reflect the dual values of both HSBC & Cathay Pacific and their aspirations for the joint initiative. We went on to develop the brand design for roll out to all brand touch points. The touch points included the brand’s website design & build with new content creation, SEO, digital marketing campaigns, targeted marketing, E newsletters, presentations, direct mail for loyal customers and corporate gifts.
The marketing strategy included regular events to inform and support customers; the events focused on sharing insights, market intelligence and practical advice. Customer engagement, including event participation, sharing of best practice and generation of user content via the website were key to success.
Routes to Growth launched in 2016. It immediately engaged corporate companies from start-ups and industry leaders and supported growth in traffic on key flights and sectors.