{"id":8677,"date":"2019-11-15T12:28:27","date_gmt":"2019-11-15T12:28:27","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=8677"},"modified":"2020-08-27T08:46:31","modified_gmt":"2020-08-27T07:46:31","slug":"all-in-perfect-harmony","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/cathay-pacific\/all-in-perfect-harmony","title":{"rendered":"All in perfect harmony"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1oJErz wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          All in perfect harmony\u201d 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.\n                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><strong>CHALLENGE<\/strong><\/p>\n<p>There&#8217;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 &#8211; there\u2019s no limit to how far airlines go to justify the price of the first class ticket.<\/p>\n<p>Cathay Pacific &#8211; with a long heritage of delivering warm service from the heart &#8211; wanted to take a different stance. Instead of partaking in a study of excess like its competitors, Cathay Pacific introduced an array of \u2018soft\u2019 product enhancements that addressed specific passenger feedback across the areas of amenities, bedding, dining and more.<\/p>\n<p>VCCP was tasked to create a campaign to drive retention of loyal first-class flyers and acquisition of other frequent first class flyers.<\/p>\n<p><strong>INSIGHT\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/strong><\/p>\n<p>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.<\/p>\n<p>Our campaign sought to demonstrate Cathay Pacific\u2019s sincerity in delivering meaningful First Class service moments that turn what was just an exclusive experience into a personalised ritual, designed with each passengers\u2019 wellbeing in mind.<\/p>\n<p><strong>IDEA \u00a0<\/strong><\/p>\n<p>Our campaign &#8211; \u201cAll in perfect harmony\u201d &#8211; 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.<\/p>\n<p>The campaign was served through digital, print and social media assets that showcased how the different elements &#8211; 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.\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z14VWGs wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2020\/08\/FCL-Landscape_Male.jpg 1152w\">\r\n                <img 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