Campaign details
Brand: Cathay Pacific & Cathay DragonBrand owner: Cathay Pacific GroupLead agency: McCann Worldgroup Hong Kong, MRM//McCann ShanghaiCountry: 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, which was rebranded from Dragonair in 2016. The brand awareness and comprehension of the two airlines is low in China, for reasons including fierce competition and a misperception that Cathay Dragon is...