international integrated campaign
Cathay Pacific rebrand: venture class / Above all else
Over the past summer, I got the chance to team up with a few students from Mizzou and Hong Kong Baptist University at the McCann office in the bustling city of Hong Kong. We banded together for the creation of a 360-degree, integrated campaign that could reinvent the globally recognized, ever-scorned economy class. It needed to be launched in both U.S. and Hong Kong markets, and we had only eight days to do so. Fueled by pineapple buns, we set flight for a new path no airline has dared to travel.
Our campaign was guided by the truth that really anyone’s general view of economy is plain mediocrity. But can you blame them? It’s long been synonymous with compromise and discontent. To rebrand something credited as the “cattle class,” it required a new name that reflected a sense of quality and dignity; helping Cathay differentiate from the oversaturated, budget-centric competitors. We learned the modern traveller often enjoys blending business and leisure. And with that in mind, we landed on a new name that rings of business undertones while conveying a spirit of discovery.
We introduce to you…
Built on the traditional values of Asian hospitality, Cathay Pacific’s magnum opus is a quality, personalized service to every customer. Our campaign’s tagline brings consumers back to a once forgotten sense of confidence and pride while flying, and reminds them the most important things in life: The journey. We’re directly saying, when you fly with Cathay, your journey’s like no other.
Print, digital and ooh ads
We unveiled Venture Class with a few calls of inspiration.
Print, including translations
Print, including tactic
Transit
Digital
Experiential
Bringing the spirit of Venture to the ground in two separate U.S. and Hong Kong activations.
Cathay Cafe: A pop-up event that lets Hong Kongers test out a new style of comfort and service.
Venture From Above (U.S.): Linking the virtual realm to the physical, this gamified activation encourages people to get out and explore. If you scan a set of pillars in the NYC and LA areas, you’ll be treated to a stamp in your Cathay passport. Earn enough stamps and certain prizes abound. Golden Tickets (a free flight to wherever the winner chooses) will be unlocked at various locations for a limited time to build immediate interest and keep onlookers on their toes.
social media campaign
Kicking off Venture Class is an employee spotlight campaign with the hopes to humanize the crew of Cathay. Each post will highlight either a pilot, flight attendant or public-facing employee as they discuss their own stories of discovery. The last line will sum up who they truly are: “Above all else, I’m a mother, a fighter and a friend.”
In-flight extras
A surprise treat to encourage customers’ quests and explorations.
TV Spot
app extension
Venture Out is an itinerary-building program via the Cathay Pacific app. Answer a few questions about your diet, lodging and who you’re bringing, and it will formulate a tailored list of things to do and places to be.
Shoutout to everyone I worked with, including fellow copywriter Kellen Renard.
Wanna see all the strategy? Check out our showcase book below.
