As part of the campaign, we also published a series of insider blog posts about Hong Kong, including features on secret spots and interesting side trips designed to entice vacationers and encourage business travelers to extend their stays. We initially ran the campaign for six months on social and digital channels on programmatic, network, and publisher platforms, with fresh content introduced every three weeks.
When it comes to promoting Cathay Pacific in North America, we have a set of unique opportunities and challenges for which our campaign was well-tailored. We serve an array of gateway cities including San Francisco, Los Angeles, New York, Chicago, Vancouver, Toronto, Boston, and soon, Washington, DC—but there’s still a large swath of flyers that has yet to experience our service firsthand. Even so, we have a big advantage as we look to launch service to new cities and add frequency in others: Great word-of-mouth from our devoted travelers. We’ve seen how our 360° campaign amplifies our reputation in a way that maps to our brand vision of Life Well Travelled and our “softly spoken, strongly felt” voice.

How did we do this? This was our best performing digital brand campaign to date. Not only did we heighten brand awareness, but the campaign also drove strong lower-funnel performance—and the 360° expandable units outperformed our previous banner ads (and the industry average, too) with a .33 percent CTR. On publisher sites such as Conde Nast Traveler, viewers spent an average of 20.8 seconds engaging with the ads, with the 300x600 unit driving an even higher average of 27 seconds per viewer.

We also executed a 3rd-party brand research study about the campaign that showed how we drove strong lift in many key metrics, most notably unaided awareness (+27 percent) and favorability (+25 percent). Campaign exposure significantly increased respondents’ preference for Cathay Pacific as an airline (+12 percent)—particularly among women and those in higher income brackets.

Having hit on a successful mix of immersive content and widespread delivery that reaches frequent flyers and would-be travelers alike, we’ll continue expanding our campaign, anchored by the 360° units. Our results to date have helped us refine our strategy and more precisely define our target audience while sparking creative thinking about how to use this immersive technology to showcase our world-class travel experience.

The airline industry was built and continues to thrive on innovation and giant leaps of technology. At Cathay Pacific, we’re excited to draw upon our proud legacy and tell our story in exciting new ways. We look forward to making the world a better place, and to welcoming more delighted fliers onboard!