Cathay Pacific & Cathay Dragon: Marriage in the Air

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Campaign details

Brand: Cathay Pacific & Cathay DragonBrand Owner: Cathay Pacific GroupLead Agency: McCann Worldgroup, MRM // McCann ShanghaiContributing Agencies: Jack Morton, Weber ShandwickCountry: ChinaIndustries: AirlinesMedia Channels: Content marketing, Games & competitions, Mobile & apps, Online display, Online video, Social media, Websites & microsites

Executive summary

Cathay Dragon is a Hong Kong-based international airline, and a member of the Cathay Pacific Group. Cathay Dragon was rebranded from Dragonair in 2016. The brand awareness and comprehension of the two airlines is low in China, for reasons including fierce...

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