As global travel restrictions ease, Cathay Pacific is launching a new campaign to inspire people to travel again. The ‘Let’s Get Moving ;P’ campaign celebrates the airline’s longstanding relationship with Hong Kongers and their fondness for Cathay-branded keepsakes.
Unearthing the Most Popular Branded Items
Cathay Pacific has used actual data taken from its flights to identify its most popular branded items, which have become the stars of its new campaign. From the eye mask that helps with jetlag to the deck of cards that breaks the ice, these items have now been brought to life in the campaign created by Publicis Groupe Hong Kong.
Edward Bell, General Manager, Brand, Insights and Marketing Communications at Cathay Pacific, said, “Our research showed that in Hong Kong, many people have some Cathay items tucked away somewhere. We found this encouraging and inspiring as we tend to keep mementos of those things we value and want to remember. So, we decided to build on this and ask all these keepsakes to come to life and encourage us all to ‘Let’s get moving’.”
Famous Influencers and Celebrities Join in the Celebration
To add a personal touch to the campaign, some of Hong Kong’s most renowned influencers and celebrities have revealed their favourite Cathay items. On social media, Cathay Pacific is inviting Hong Kongers to share their own hoarding stories, creating social content featuring the campaign’s characters and launching a new line of covetable merchandise.
Natalie Lam, Chief Creative Officer at Publicis Groupe APAC & MEA, said, “There’s a deep bond between Cathay and Hong Kongers over all the trips taken in the past 70 years. Every pen, deck of cards, cup or eye mask we have at home brings us back to the fond memories of each trip. We love the idea of celebrating flying again with this universal truth, telling the story through the lens of these ‘keepsakes’ between the airline and its customers.”
Targeting Everyone with a Little Piece of Cathay at Home
The ‘Let’s Get Moving ;P’ campaign targets everyone who has a little piece of Cathay at home, tapping into Hong Kongers’ pride in the Cathay brand and the quality of its products. With the campaign launching in Hong Kong throughout April and May, Cathay Pacific hopes to encourage more people to take to the skies and create new memories, while also honouring the cherished memories of past travels.
Merchandise and Social Media Content in the Works
Cathay is taking this campaign one step further by introducing a new line of covetable merchandise that will feature some of its most popular branded items. Social media content featuring the campaign’s characters is also in the works.
The Let’s Get Moving ;P campaign targets everyone who has a little piece of Cathay at home – wink, wink. It is set to launch in Hong Kong throughout April and May.
This campaign is an excellent way for Cathay to reconnect with its customers and encourage them to get moving again. With its emotional storytelling approach, the Let’s Get Moving ;P campaign has the potential to inspire many to start planning their next adventure with Cathay.