Best Travel Rich Media Online Campaign

Challenges and Objectives
For the first time ever, Cathay Pacific was introducing new designs in all 3 classes at the same time.
• We needed to create an umbrella campaign for the entire upgrade, while also highlighting the benefits of each individual cabin class.
• To enhance Cathay Pacific’s brand ambition of being “The World’s Most Admired Airline” by providing passengers with a world-class travel experience.

Strategy
Creative Insight
In research conducted globally, our consumers said they wanted their individual needs met at every step in their journey:
==> First Class – want to feel “special”, to feel like somebody.
==> Business Class – want to escape from the busy daily routine to a cosy environment where one can relax.
==> Economy Class – want a space that is truly their own.

Creative Idea: At Cathay Pacific, your needs always come first
==> First – we make your journey all about you.
==> Business – we make your sleep/journey cosier.
==> Economy – we make your space your space.

Solution
An integrated communications effort that reached the target audience at different points of contact, driving them to a unique digital online experience.
# A 60-second TVC, impactful print buy, big OOH and creative online ad format to create launch impact.
# Our TVC used a more emotive, anthemic approach, while the OOH, print and online were more functional and pragmatic, featuring the products and heroes to reach consumers on both the rational and emotional levels.
# An online virtual discovery tour gave consumers the full Cathay Pacific Experience, second only to flying on Cathay Pacific themselves.

Results
The announcement of the 3 new classes was widely received:
• Consumers understood that Cathay Pacific upgraded their cabins (Millward Brown ad track, 4 August 2008)
o Print/OOH: 81%
o TVC: 82%
• Over 1.1 million unique visitors visited The Cathay Pacific Experience virtual tour (Client in-house report).

The product proposition was effectively communicated (Millward Brown ad track, 4 August 2008):
• Consumers agree that Cathay Pacific now provides you with greater comfort in the air (90%).
• Consumers agree that Cathay Pacific now provides you with greater personal space and privacy in the air (86%).
• Consumers agree that Cathay Pacific has customers’ needs as their top priority (82%).

The campaign has improved Cathay Pacific’s world-class brand image and brand preference:
• In six weeks, 19,970 people signed up for Cathay Pacific’s DM newsletter, CXpecials.
• After the May 15 launch, forward bookings for September, October and November showed a marked increase:
o First and Business Class – 7,062 more bookings compared to 2007 (Client in-house report).
o Economy Class – 167,096 more bookings compared to 2007 (Client in-house report).

Why the campaign is deserving of an award
We used each channel to its maximum advantage in terms of creative impact and media spend to drive traffic to a single digital experience. This focused approach allowed consumers to see a different aspect of Cathay Pacific in a single channel – while the combination of channels created a total consumer understanding of the advantages of flying Cathay Pacific.

Contributors:

Executive Creative Director:	Sylvester Song
Senior Creative Director:	Thierry Halbroth
Senior Copywriter:	Don Ellis, Ruby Yip
Associate Creative Director:	Anita Ng
Digital Art Director:	Alex Lai
Executive Producer:	Ida Man
Programmers:	TC Swee, Jeff Lam

MCCANN-ERICKSON WORLDGROUP HONG KONG

Location: Hong Kong