VCCP and Cathay Pacific show how the smallest details make the biggest difference

For the luxury traveller, the journey matters just as much as the destination. While other airlines chase labels and status, Cathay Pacific, one of the world’s top service brands, understands that true indulgence lies in the details.

In 2023, Cathay Pacific partnered with VCCP Singapore to launch the 'The difference is in the detail' campaign to showcase its meticulous approach to inflight dining, from authentic flavours to sustainable sourcing. With bold visuals, dramatic soundscapes, and seamless transitions, the campaign dramatised how the smallest touches truly transforms the tastes and entire experience.

The objective for 2024 was to showcase how Cathay Pacific’s meticulous attention to detail extends to its award-winning inflight wine offerings, in order to deepen brand love and increase awareness.

Wines are sourced from world-renowned vineyards and chosen for their provenance, character, and balance. Selections are even tailored to specific routes, so a traveller might enjoy a crisp Italian white en route to Milan, or toast with Krug Champagne served exactly as it should be: in a glass designed to express its brilliance. 

As part of the ongoing The Difference is in the Detail platform,  our goal was to explore how Cathay Pacific’s inflight wine service is elevated by the smallest, most thoughtful touches,  a distinctive strength in a category often defined by excess and extravagance. 

From blind-tasting over 1,200 wines annually and sourcing from world-renowned vineyards, to long-standing partnerships with iconic wine houses and the use of full-size, high-grade glassware, every detail is intentional. Some are visible, many are not, but all are felt.

This story was brought to life in the same cinematic style as the 2023 campaign, through a suite of three key visuals and supporting social assets. From the shimmer of effervescence to the elegant curve of bespoke stemware, each visual revealed the care behind Cathay Pacific’s wine and champagne experience, where even the unseen makes a lasting impression.

With a suite of 3 Key visuals and supplementing social assets - the result was a continuation of Cathay Pacific’s brand story: that true luxury isn’t about excess, it’s about care. And at 35,000 feet, it’s the smallest details that make the biggest difference. From capturing the perfect effervescence in a flute, to showcasing bespoke stemware, each key visual revealed the detail behind the pour. 

This campaign exceeded expectations across key performance metrics. Social content consistently delivered strong reach, with multiple posts garnering over 5 million impressions. Engagement rates significantly outperformed platform benchmarks, with standout creative achieving a 66% higher click-through rate than average. Ultimately, the campaign delivered both creative impact and measurable business results, reinforcing Cathay Pacific’s role as an airline with consistent thoughtful services and offerings.