Cathay Shop elevates travel essentials for HK explorers in new campaign

Cathay Shop has launched a new campaign titled "Cathay Shop travelologists" ( 國泰品味「旅行智囊團」), positioning itself as Hong Kong’s “travel essential one-stop shop".

Citing Booking.com’s "2025 travel predictions", which state that 63% of Hong Kong travellers plan to use technology to make informed travel decisions and that 71% are actively planning trips to unique destinations, Cathay believes that the city’s residents are known for frequent overseas travel, driven by high disposable income, cultural curiosity, and a strong transportation infrastructure.

While this high travel frequency creates a clear need for smarter, more curated travel shopping experiences, many travellers may still struggle with packing inefficiencies, product selection, and travel readiness. Therefore, the campaign aims to address this gap by offering curated travel essentials and expert advice, helping Hongkongers "travel smart" and shop right for their journeys.

Additionally, the campaign seeks to drive traffic and engagement to Cathay Shop’s digital platforms while strengthening brand credibility by showcasing authentic travel expertise.

Available until 31 August, the campaign is done in collaboration with creative and digital agency MSL Hong Kong and media agency Digitas Hong Kong. It targets Hong Kong's quality-driven travel enthusiasts; professionalism who expect expert guidance, seamless logistics, and trustworthy service providers; as well as lifestyle-oriented travel who treat travel not just as a getaway, but as a reflection of their personal style and aspirations.

The campaign features a curated team of travel experts named “Cathay Shop travelologists,” a collective of seasoned travellers who share their packing wisdom and travel insights. This team includes Cathay pilot Julian, flight attendant Stephanie, and travel KOLs such as Vee Chan (@vio_veevee), Lam Sailong (@lamsailong), and Chucky (@chuckyching), who provide practical travel tips and product recommendations tailored to diverse travel scenarios.

To set the campaign apart, Cathay has leveraged its deep-rooted travel expertise and brand credibility to deliver authentic, insider guidance. It aims to convey the message that it’s not just a premium airline, but a lifestyle brand built on the ethos of “Move beyond,” reflecting a commitment to thoughtful service, emotional connection, and enabling progress through travel.

This spirit is embodied by Cathay’s internal staff, including pilots and flight attendants, who are among the most frequent flyers in Hong Kong. Their daily routines involve navigating global cities, managing long-haul journeys, and staying travel-ready at all times. Their lived experience makes them uniquely qualified to offer practical, tested travel tips that resonate with real travellers, according to Cathay. 

In the creative content, Julian and Stephanie share their top picks for staying comfortable and organised on long-haul flights. Meanwhile, the travel KOLs bring diverse perspectives, from solo adventure to tech-savvy travel and cultural exploration.

Each travelologist curates a selection of travel essentials tailored to their expertise, featured through scenario-based storytelling that includes packing tips for light travellers, solo adventurers, and frequent flyers; KOL-led content in the form of Reels, stories, and static posts featuring expert picks; and tactical messaging such as “Travel Smart: Up to 50% Off Curated Picks,” featuring Cathay crew and influencers.

In terms of media strategy, Cathay has developed four strategic phases. For awareness and buzz, the campaign has launched videos across owned and paid channels, along with social media teasers and influencer endorsements. Following that, the campaign will introduce scenario-based content and expert-led product features, as well as roll out special offers and third-party media partnerships as part of its engagement and personalisation efforts.

Regarding content deepening, Cathay will introduce KOL video collaborations and travel Q&A sessions, along with homepage takeovers and hero banners. Finally, the campaign will retarget engaged users with personalised offers, complemented by eDM waves, mobile push notifications, and strategic messaging across Instagram, YouTube, and the Cathay Shop homepage.

Don’t miss: Cathay Pacific maps out Hong Kong one KM² at a time for SEA explorers

In early July, Cathay Pacific launched a vibrant campaign titled "The most fun per KM²", inviting travellers from Southeast Asia to rediscover Hong Kong through fresh eyes one square kilometre at a time. 

Created in partnership with the Hong Kong Tourism Board (HKTB), the campaign celebrates the city's density of culture, cuisine, heritage, and adventure packed into each pocket of its 1,104 km² footprint.

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