Cathay launches weather-driven reward campaign for bonus Asia Miles

Cathay has launched a new campaign to celebrate its 79th birthday, allowing members to earn bonus miles through mini missions that vary according to the weather over four weeks.

Also known as “Rewards in the air", the campaign is done in collaboration with creative agency Leo Burnett Hong Kong. It is part of Cathay's commitment to providing members with a diverse range of meaningful experiences, exclusive deals, and rewards.

A spokesperson from Cathay told MARKETING-INTERACTIVE that the campaign is targeted at its Hong Kong members and is designed to encourage active engagement in earning and spending Asia Miles.

Launched in mid-September, the campaign is currently revealing three simple goals each Saturday for four consecutive weeks, resulting in a total of 12 mini missions. The unique angle of this campaign lies in integrating weather forecasts, something people check daily, into the campaign to offer reminders. Promotions are dynamically tailored to daily weather conditions, reinforcing Cathay’s promise to provide a rewarding experience regardless of everyday life, no matter the weather.

Participants can check back at 11am every Monday, Wednesday and Friday for the big reveal. Complete their goals by 31 October to collect bonus miles, plus snap up an extra 5,000 for achieving all 12. Altogether, there are more than 10,000 waiting – enough for a trip to Taipei, Seoul, or Tokyo, according to the campaign website. 

The campaign is split into two phases covering both Asia Miles earning and redemption offers. In the first phase, members can earn bonus miles via the mini goals until 31 October. Then the redemption phase follows in phase two, featuring redemption options in early November.

This campaign serves as an example of how diverse offers can be efficiently grouped under a unified theme, according to the spokesperson. “By connecting multiple promotions to a 'hot and local topic', such as daily weather changes, the campaign stays adaptable and engaging, which helps increase both visibility and the perceived value of our offers, thereby sustaining customer interest throughout the campaign period.”

To promote the campaign, Cathay has collaborated with local content creators such as fragrantsausage (香港德國腸), Kwanmoon (關門), and Kilby Chan to generate humorous and authentic content that resonates deeply with audiences in Hong Kong.

At the same time, dynamic creative optimisation (DCO) banners play an important role in delivering specific offers based on weather signals, keeping the messaging direct and relevant to audiences, according to the spokesperson.

Prudence Lau, head of Cathay membership at Cathay, said: “The Cathay Membership Programme always aims to bring our members the best experience both on the ground and in the air. To celebrate Cathay’s 79th birthday, our “Rewards in the Air” campaign showers members with exclusive rewards, making every journey even more rewarding.”

Linda Wang, head of lifestyle marketing at Cathay said: "Check the offers as often as you check the weather forecast- because the deals literally change with each day’s forecast. We bring a unique mission every other day, and there's always one that's relevant to you.”

Don’t miss: Cathay and Uber Taxi team up for Asia Miles rewards on taxi rides

Recently, Cathay Pacific has partnered with Uber Taxi to allow Cathay members to earn Asia Miles on eligible Uber Taxi trips, enhancing the rewards of everyday travel.

This ongoing collaboration is designed to provide added value to Cathay members every time they ride with Uber Taxi, rewarding daily journeys - including trips to and from the airport - with miles that bring customers' next adventure closer.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

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