Cathay spies fly business class

CAMPAIGNS   MCCANN WORLDGROUP   CATHAY PACIFIC

Global - Promoting its new business class, Cathay Pacific has launched a global campaign featuring its new business travel class through a top secret spy mission.

Created by McCann's Cathay Pacific Central Team at McCann Worldgroup, the campaign takes off with two 30-second TVC followed up with five 15-second spots, print ads, OOH ads, online banners and a minisite. Debuting in Hong Kong, the campaign will make appearances in Asia, Southwest Pacific and North America.

The TVC promotes itself by telling its story as a spy flying off on a secret mission, and a voice briefing him on the many new features (privacy, space, steaming video), reminiscent of Q providing 007 instructions on his many gadgets.   

Its interactive minisite allows viewers a peek at what the new business class has to offer, presenting itself as an interactive manual on the seats many innovations to engage the audience.  

The ad will make appearances on bus shelters across Hong Kong and on the iPhone, iPad and Android to make people feel like they are looking at their own secret briefing.

Thierry Halbroth, executive creative director of McCann's Cathay Pacific Central Team at McCann Worldgroup, said the campaign plays on people’s inner secret agent and disregard for manuals to attain "a licence to entertain."

The Cathay Pacific Central Team worked alongside David Lodge from RSA Asia and Pete Seaward.

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