Client: Cathay
Campaign: Feels good to move
Agency: Publicis London (London, UK)
Year: 2023
A 360 global campaign, across 7 countries, including the UK
My role: Concepting, Art Direction, Casting, Copywriting
Challenge:
In 2023, a premium airlines company, Cathay, decided to announce their comeback after COVID-19. However, according to research, 35% of adults in 15 countries said they would "never travel again"*. The world was no longer thinking of Cathay, let alone even thinking about moving.
Outcome and my role:
To bring Cathay back as a top-of-mind brand among travellers, a global campaign ‘Feels Good To Move’ was launched. By using the human truth of an urge to move since the first heartbeat, Cathay wanted to remind about themselves and their brand promise, 'Move Beyond'. This integrated campaign ran in 20 cities, across 7 regions. I was a part of this unique campaign, focusing on the UK's market. My role and tasks included concepting, art direction, copywriting, copywriting, briefing designers and overseeing the project across various channels such as OOH, print, experiential and radio. The campaign was launched in London and Manchester across various locations. A 3D immersive experience which was using live Cathay flight data. A four-day experiential event was held at Outernet London, the most visited attraction in the UK in 2023, getting millions of visitors every year. Visitors were invited to learn more about Cathay in a more immersive and engaging way. Most importantly, in person. The campaign also included executions in key rail stations, taxis, radio, cinema, and more.
Results:
+509 Million impressions worldwide
72% are more likely to travel with Cathay
+4.9 Million passengers in the first 3 months of campaign launch
709% increase in passengers carried Y-O-Y
#FeelsGoodToMove continues to get contributions daily
*Source: Morning Consult's "The State of Travel & Hospitality" Report
Case Study:
Experiential:
Visitors could see how a plane from London lands to Hong Kong / Japan / Australia by combining an audiovisual experience and real live planes tracking; all in in a unique immersive experience. The highly engaged audience were filming and sharing the experience, creating UGC on social media, mainly Instagram and TikTok.
Experiential: Immersive Experience at Outernet Building in London
An interactive experiential visualisation featured a real-time flight data by Cathay Pacifics airlines.
The campaign was launched in a 2nd most visited location in London, Outernet building (located next to Tottenham Court Road Station), featuring both OOH and TVC.
An interactive, real-time flight board was featured on the other sides of the Outernet building.
Amplifying: DOOH / OOH:
To amplify the campaign, OOH and DOOH were made around key London's stations.
So where's next?
Cathay Pacific took over busy Londoners' lives, even on the iconic London taxis. And will continue to move beyond more than ever! Stay tuned!
Activation:
An interactive and immersive exhibition which encouraged people to get moving (literally), whilst offering them a fun way to learn about Cathay, and WIN some big prizes.
