5: SOCIAL (Best use of Instagram)

Till We Fly Again - Airline Branding - Cathay Pacific JPG
Till We Fly Again - Airline Branding - Cathay Pacific MP4 2m:00s

Till We Fly Again - Cathay Pacific
Airline Branding

Till We Fly Again - Cathay Pacific - Airline Branding


Title of Entry: Till We Fly Again
Brand: Cathay Pacific
Product/Service: Airline Branding
Client: Cathay Pacific Airways
Entrant Company: Leo Burnett HK
Creative Agency: Leo Burnett HK
Sector: TRAVEL
Chief Creative Officer: Carol Lam
Creative Director: Christopher Lee
Date of Release: 2020-04-22
Notes: The Challenge:
Cathay Pacific – one of the airlines worst hit by the spread of Covid-19 – had to cut back on flights by 75% and saw over 3,000 flights disappearing from its schedule. With global travel restrictions imposed, the brand was grounded, much like the people. But with travelling being the “top 5” most missed and anticipated activity during lockdown (CTR & E-tracking 2020 Covid-19 Impact on Consumers Report), how could Cathay Pacific still help people “fly” when we’re all grounded?

The Idea:
We launched a social campaign, starting with a video made with user generated content, that encouraged everyone to find wonders of the world in every nook and cranny. This started everyday online conversations about all the places we wished to visit, till we fly again. 12,000 Asia Miles were then given away to fans who submitted the most creative visuals to help them redeem a future trip to their photo’s destination.

The Results:
User generated campaign adapted across 16 markets
Over 10,000,000 social media impressions
Over 560,000 social views
Over 100,000 positive social engagement
#TillWeFlyAgain continues to get images daily
Other Credits: Group Creative Director - Christopher Lee
Other Credits: Associate Creative Director - Francis Wong
Other Credits: Managing Partner - Angie Wong
Other Credits: Senior Brand Director - Lydia Wong
Other Credits: Senior Strategist - Tasmina Chhugani
Other Credits: Digital Strategy Director - Winnie Cho (MSL HK)
Other Credits: Senior Consultant - Chloe Yung (MSL HK)
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