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...