All in perfect harmony

All in perfect harmony” showed how the various elements featured in the First Class experience connected and complemented one another, creating a holistic experience which is greater than the sum of its parts.

CHALLENGE

There's huge competition for premium airline passengers, with airlines vying to deliver the best, most luxurious First Class cabins and experiences. Gold fittings, butler services, shower suites - there’s no limit to how far airlines go to justify the price of the first class ticket.

Cathay Pacific - with a long heritage of delivering warm service from the heart - wanted to take a different stance. Instead of partaking in a study of excess like its competitors, Cathay Pacific introduced an array of ‘soft’ product enhancements that addressed specific passenger feedback across the areas of amenities, bedding, dining and more.

VCCP was tasked to create a campaign to drive retention of loyal first-class flyers and acquisition of other frequent first class flyers.

INSIGHT        

We were speaking to discerning luxury travellers; connoisseurs that appreciate the time and effort taken in perfecting a meaningful experience. Further research showed that first class loyalists fly with Cathay because their authentic service gives them a sense of familiarity in unfamiliar places.

Our campaign sought to demonstrate Cathay Pacific’s sincerity in delivering meaningful First Class service moments that turn what was just an exclusive experience into a personalised ritual, designed with each passengers’ wellbeing in mind.

IDEA  

Our campaign - “All in perfect harmony” - showed how the various elements featured in the First Class experience connected and complemented one another, creating a holistic experience which is greater than the sum of its parts.

The campaign was served through digital, print and social media assets that showcased how the different elements - delectable food and wine pairings, luxurious bedding and aromatic amenities came together to create a perfectly balanced experience to help passengers feel like their best self.