Cathay Pacific: Let Your Senses Guide You

Alex Zhang, Valerie Wang, Xiewei Tai

Hong Kong airline Cathay Pacific used programmatic social media to reframe its Business Class offering to drive awareness, consideration and sales.

Campaign details

Brand: Cathay PacificBrand owner: Swire PacificLead agency: VCCPContributing agency: DigitasMarket: Hong Kong,India,Japan,Singapore,TaiwanIndustries: AirlinesMedia channels: Content marketing, Online video, Print - general, inspecified, Programmatic display, Social mediaBudget: 1 - 3 million

Executive summary

Cathay Pacific is an icon of Hong Kong, a world-class airline from Asia. But threats to its leadership have come thick and fast. Deep-pocketed competitors have upgraded their aircrafts, while increasing the size of Business Class cabins, adding extravagant furnishings.

As the biggest revenue- and brand halo-driver, Cathay Pacific needed to...

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