Cathay Pacific is the brand that has achieved the greatest uplift over the past month in Hong Kong, according to YouGov’s BrandIndex Ad Awareness score. The airline, which is the market’s flag carrier, sponsored the annual Chinese New Year parade in February for the twentieth year in a row.
The airline also recently released a campaign centred around its ‘well-travelled’ Lai See, the money envelope given out at Chinese New Year. They are made out of old uniforms and all profits are donated to a local charity. The campaign aims to draw awareness to the sustainability issues of using over 300 million Lai See envelopes each year made from unrecyclable paper.
YouGov BrandIndex shows that the airline’s Ad Awareness went from +19 to +32 in the two week period during and after Chinese New Year.
Cathay Pacific recently announced that it had suffered annual losses for the first time ever, and that it remains pressured by other carriers in China and the Middle East, including Emirates, Etihad, and Qatar.
Despite this, both the airline’s Impression score (whether someone has a positive impression of the brand) and its Quality score (that assesses if people think Cathay Pacific represents good quality) remain strong, sitting at +24 and +30 respectively.
However, its value score (whether someone thinks the brand represents good value for money) is surpassed by the likes of Hong Kong Airlines (+2 vs +9), suggesting that although travellers enjoy good quality service, they may be seeking more cost effective alternatives.
The carrier can be sure that their advertising efforts are being noticed, but the challenge is converting these people into paying customers. With the pressure on from its rivals, it is more important than ever for Cathay Pacific to ensure its marketing efforts cut through with both current and potential customers.