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Most business class advertising relied heavily on stereotypical tropes of corporate travel. But this hardly reflects the real needs of passengers who choose to fly business because of the stress-minimising experiences they stand to gain access to - and not because they are traveling for ‘business’.
We had a chance to demonstrate how Cathay Pacific’s new enhancements have been thoughtfully chosen to help re-invigorate passengers so that they are ready to experience whatever awaits them in their journey, no matter their purpose of travel.
THE IDEA
The campaign - “Let Your Senses Guide You” - centred around the fact that every journey, at its heart, is a sensorial experience. And with Cathay Pacific, your sensorial experience begins from the moment you step onboard.
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CASE STUDY
The campaign included digital, print and social media assets that enticed travellers to find out more about the new Hong Kong Flavours dining menu, 400-thread-count organic cotton bedding, and the aromatic ingredients featured in the new Bamford amenity kits.