Cathay Pacific Airways
Your gateway to Asia.
Services
Strategy, Creative, Design, Production & Media
Result
Over-delivered 59M impressions across four North American markets, with creatives testing above Ipsos norms in the US, UK, and Australia.
My Role
Creative Director, Strategy, Design, Production, Media Strategy
The brief: elevate awareness of Cathay Pacific as the leading luxury airline for trans-Pacific travel and Hong Kong as both a premier stopover destination and the ideal connection city for greater Asia.
The campaign targeted audiences in New York, Los Angeles, Chicago, and Vancouver, BC, and covered every aspect of an OOH program: strategy, creative, design, production, and media.
Among North American carriers, Cathay Pacific provides unrivaled access to Hong Kong via multiple flights daily across several major hubs in North America. Typically, stopovers are viewed as a negative thing because people are conditioned to want to move quickly from A to B. But by positioning Cathay as a gateway to a vibrant global city with incredible experiences waiting to be had in Hong Kong and beyond, I believe I can show the target audience new reasons to want to fly with Cathay.
The new LA Metro Transit Center represents a new gateway to the greater Los Angeles area. As a brand celebrating gateways, it was the perfect, premium space to share the brand message. Because it recently opened, Cathay Pacific is the first advertiser to be on the grounds.
In New York, I leveraged digital OOH via several networks including NY Link, an array of 90+ boards that are targeted near where global travelers live, work and play. The boards rotate each creative multiple times a day allowing pedestrians to see the marketing in rich, 4k color.
New York City JFK Airport Takeover
LAX Digital Billboards
