The campaign marks a big shift for Cathay Pacific, which is exploring new ways of engaging audiences through content initiatives and social media channels. The centre-piece of this campaign is the sponsorship of a series of six on-air segments called ‘The Trip That Changed My Life’, with high-profile personalities sharing stories of how travel has changed them.TCP, CNN International’s in-house creative agency, produced the campaign that runs across both TV and digital.
The narrative follows architect and designer Usman Haque as he travels from Hong to Kong to London with Cathay Pacific. A 30 second Cathay Pacific advertising spot will also run on CNN International completing the package. Sunita Rajan, vice president of CNN International Advertising Sales Asia Pacific, said Cathay Pacific has been a valuable partner of CNN for almost two decades. She said this campaign is the perfect example of combining high quality content to engage an up-scale global mobile audience.
“We are thrilled to be able to work with Cathay Pacific to deliver this holistic, integrated advertising solution that covers all the key touch points of TV, digital, branded content and social.”
Julian Lyden, general manager of marketing, loyalty programmes & CRM at Cathay Pacific, added that travelling well is vital to living well.“We hope this series will inspire the audience and travellers alike to get more out of their lives and from their travel.”