CLIENT
Cathay Pacific
Edward Bell, General Manager, Brand, Insights and Marketing Communications, Cathay Pacific Airways
Vivian Chan, Head of Marketing Communications, Cathay Pacific Airways
Ricardo Lo, Marketing Manager
AGENCY
Christopher Lee, Group Creative Director
Francis Wong, Associate Creative Director
KamFatt Chen, Managing Partner, Strategy and Transformation
Tasmina Chhugani, Senior Strategist
SUMMARY
Cathay Pacific was facing a crisis in Hong Kong, with the COVID-19 pandemic grounding flights and passengers. Yet we still took millions of fans around the world with an inspirational user generated social campaign encouraging them to find wonders of the world within their homes. Operating on a minimal budget, the campaign uplifted brand impression by 42%, brand consideration by 54% and reversed negative sentiment towards the brand by 50%. A small initiative between the agency and brand generated a large return of positivity for Cathay Pacific during troubled times.
