In line with Cathay Pacific‘s vision to become one of the world’s greatest service brands, our team has been executing a series of influencer-led activations that connect audiences to meaningful cultural and lifestyle experiences.
We marked the Year of the Horse with a curated Lunar New Year gifting campaign. By sending bespoke, culturally resonant packages to a targeted group of millennial travel and lifestyle creators, we celebrated a cultural milestone while strengthening brand affinity. This gifting perfectly encapsulated Cathay Pacific’s dedication to providing a signature, thoughtful experience for its customers.
Then, to support the launch of Cathay Pacific’s ‘Asia Just Got Closer’ campaign, creators visited the brand’s interactive mural at the Great Eastern Art Wall in East London. The installation features AI-generated artwork inspired by destinations across Asia and Oceania, and invites the public to create their own digital pieces via QR code. By inviting the public to engage with the art for a chance to win flights to Hong Kong, we positioned the airline as a cultural ambassador and a gateway to Asia.
We also executed an action-packed macro-influencer trip to the world-famous Hong Kong Sevens tournament. Beyond the thrill of the pitch, this immersive itinerary showcased Hong Kong’s art, gastronomy, and design scenes. By blending premium airline hospitality with authentic destination storytelling, we successfully drove awareness of Hong Kong as a must-visit destination.
Alongside this, we highlighted one of Cathay Pacific’s key “killer differentiators”, its premium dining experiences. Influencers were invited to The Peninsula London to showcase how Asia Miles members can earn rewards at the hotel’s acclaimed Canton Blue and Little Blue Noodle Bar restaurants. This activation generated content that not only spotlighted the airline’s prestigious partnerships but also reinforced the wider lifestyle benefits of Cathay membership beyond flying, solidifying its status as a premium brand.
Together, these activations generated authentic social content that communicates Cathay Pacific’s commitment to premium service, differentiating the brand and strengthening its connection with target audiences across multiple cultural touchpoints.
