{"id":9199,"date":"2023-09-19T11:01:42","date_gmt":"2023-09-19T10:01:42","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9199"},"modified":"2025-05-27T04:26:00","modified_gmt":"2025-05-27T03:26:00","slug":"vccp-singapore-launches-cathay-pacifics-new-dining-platform","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/cathay-pacific\/vccp-singapore-launches-cathay-pacifics-new-dining-platform","title":{"rendered":"VCCP Launches Cathay Pacific&#8217;s New Dining Platform"},"content":{"rendered":"<div class=\"lazyblock-video-2eh44x wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1087897174?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2jJrBW 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        <p>VCCP Singapore has created the new global campaign for Cathay Pacific\u2019s enticing dining experiences. This mouth-watering new campaign reinforces Cathay Pacific\u2019s longstanding commitment to offering the most thoughtful touches to the travel experience and becoming one of the world\u2019s great service brands.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>As the home carrier of Hong Kong &#8211; perhaps the world\u2019s most cosmopolitan culinary cities &#8211; Cathay Pacific embodies that heritage through its world class dining experiences. From offering a range of international flavours to contemporary Asian signatures, specially brewed coffee handcrafted for high altitudes, healthier meal choices, to countless special meal options to meet each customer\u2019s unique requirements, Cathay Pacific\u2019s history of attention to detail has never wavered.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>And, as travel activities have ramped, Cathay Pacific has doubled down on honing their culinary craft while adding thoughtful new offerings and experiences.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p><em>\u201cThe Difference is in the Detail\u201d <\/em>campaign highlights the attention and rigour behind the scenes to deliver delicious, authentic and sustainably sourced dining with Cathay Pacific.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>Tying into the brand\u2019s customer proof points of iconic Hong Kong flavours, wellness-inspired menus, specially curated wine lists and freshly brewed coffee, the heart of this campaign is a master film that captures these impactful additions. An upbeat and energetic celebration of Cathay Pacific\u2019s exceptional food &amp; beverage offerings is depicted through the use of dramatic sound effects, dynamic angles and intriguing transitions, making these little details feel immense.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>Partnering with<a href=\"https:\/\/foodfilm.fr\/\"> Foodfilm<\/a>, a duo of Paris-based film director and photographer, Michael Roulier and Phillippe Lhomme, and production house Where is Brian? a subsidiary of <a href=\"https:\/\/quad.fr\/\">Quad Group<\/a>, the team brings their deep understanding of the sensorial appeal of food and beverage into their art. Having worked with internationally renowned brands such as Godiva, Marks &amp; Spencers, Lindt and H\u00e4agen Dazs, Foodfilm\u2019s sophisticated approach to the beauty of food highlights Cathay Pacific\u2019s tantalizing dining offerings.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>\u00a0<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Standing up to close scrutiny in quality, the master film features unique cinematography from a tea infusion that feels like a botanical explosion under water, scenes transporting viewers through a bamboo dimsum basket to macro shots of enoki mushrooms that portray over-sized ancient forests.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p>This master film is accompanied by a variety of through the line assets, including ATL, digital and social, and will go live globally in July 2023.<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p><strong>Edward Bell, Cathay Pacific General Manager Brand, Insights and Marketing Communications <\/strong>said, \u201cAs a proud Hong Kong brand, Cathay Pacific has a duty to uphold and elevate one of our most important offerings \u2013 in-flight dining.\u00a0 Like the people of Hong Kong, we\u2019re passionate about giving our customers the best of international cuisines and the best dining experiences.\u00a0 VCCP and Foodfilm\u2019s creative concept and articulation, <em>The Difference is in the Detail,<\/em> perfectly showcases the painstaking craft and passion that goes into every Cathay Pacific meal.\u201d<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p><strong>Andrew Hook, Executive Creative Director at VCCP Singapore<\/strong> shares, \u201cThe campaign has been a labour of love from the beginning for all of us \u2013 client, agency and production partners alike. We were incredibly lucky to get some of the best in the business onboard, with Foodfilm bringing to bear their unique combination of painstaking technique, flair and artistry. Their passion \u2013 and no doubt, attention to detail \u2013 shines through in every frame.\u201d<\/p>\n<p><!-- \/wp:paragraph --> <!-- wp:paragraph --><\/p>\n<p><strong>Foodfilm<\/strong> adds, \u201cThe concept of quality is reflected in all these intrinsic details and the elegance of our narration lies in its deconstructed abstract style. The film explores a world where refined textures reflect a microcosm of sensations waiting to be experienced, prepared by a caring brand that pays special attention to concepts such as nutrition, authenticity, wellness, sustainability, and above all, the refinement of an exclusive gourmet taste.\u201d<\/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-two-column-images-XtrBn wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/08\/Champagne-scaled.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/08\/Champagne-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/08\/Coffee-scaled.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/08\/Coffee-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-Z2jmjXI wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We were incredibly lucky to get some of the best in the business onboard, with Foodfilm bringing to bear their unique combination of painstaking technique, flair and artistry. \n        <cite>Andrew Hook, Executive Creative Director at VCCP Singapore<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":65,"template":"","class_list":["post-9199","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"8421","hero_video":"","hero_image":{"ID":9248,"id":9248,"title":"CX F_B 16x9 screengrab 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09:53:39","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/singapore\/wp-includes\/images\/media\/default.png","width":2560,"height":1600,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-300x188.jpg","medium-width":300,"medium-height":188,"medium_large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-768x480.jpg","medium_large-width":640,"medium_large-height":400,"large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-1024x640.jpg","large-width":640,"large-height":400,"1536x1536":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-1536x960.jpg","1536x1536-width":1536,"1536x1536-height":960,"2048x2048":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-2048x1280.jpg","2048x2048-width":2048,"2048x2048-height":1280,"Header":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2023\/09\/CX-F_B-16x9-screengrab-2-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cathay Pacific Dining","meta-description":"VCCP Singapore has created the new global campaign for Cathay Pacific\u2019s enticing dining experiences. ","social-media-image":false,"relateditems":[{"relateditem":{"ID":9079,"post_author":"35","post_date":"2022-09-06 08:36:44","post_date_gmt":"2022-09-06 07:36:44","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"746760601\",\"blockId\":\"cFJiM\",\"blockUniqueClass\":\"lazyblock-video-cFJiM\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eDeliveroo has launched a new campaign to tap into Singaporean\u2019s obsession with food, highlighting\\u003cbr \/\\u003ethe nation\u2019s unique philosophy that \u201cany occasion is a food occasion\u201d. This first campaign by VCCP\\u003cbr \/\\u003eSingapore, since winning the account in June, celebrates some of these moments, demonstrating that\\u003cbr \/\\u003eno matter the time, place, or situation, Deliveroo can make any occasion better with the best food on\\u003cbr \/\\u003ethe island.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003c!\\u002d\\u002d wp:lazyblock\/two-column-text-quote-image {\\u0022text-right\\u0022:\\u0022\\\\u003cp\\\\u003eOn top of being an entertaining celebration of different cuisines and cultures, the campaign will feature\\\\u003cbr \/\\\\u003ea promotion for Deliveroo Plus membership, encouraging those hungry for a deal, to sign up and try\\\\u003cbr \/\\\\u003efree unlimited food and grocery deliveries on all orders for thirty days.\\\\u003c\/p\\\\u003e\\u0022,\\u0022blockId\\u0022:\\u0022Z2w6Pez\\u0022,\\u0022blockUniqueClass\\u0022:\\u0022lazyblock-two-column-text-quote-image-Z2w6Pez\\u0022} \/\\u002d\\u002d\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eOn top of being an entertaining celebration of different cuisines and cultures, the campaign will feature\\u003cbr \/\\u003ea promotion for Deliveroo Plus membership, encouraging those hungry for a deal, to sign up and try\\u003cbr \/\\u003efree unlimited food and grocery deliveries on all orders for thirty days.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003e\u201cSingapore is a multicultural place with people from all kinds of backgrounds, and so are Deliveroo\u2019s customers. And on this island, food plays a crucial role in people\u2019s happiness in daily life - whether it is to satisfy your cravings on an ordinary day or for a great time with friends. We take pride in our role of delivering amazing food and joy for all occasions and for anyone in Singapore, and we\u2019re excited to build emotional connections with more consumers in Singapore around their passion for food and groceries of all types, on any occasion through this campaign that we created with VCCP.\u201d\\u003c\/strong\\u003e Minjoo Lee, Head of Marketing Singapore, at Deliveroo.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003e\u201cThe campaign was born from a simple but indisputable local truth: that on this island, food is life, and life is full of unique \\u003c\/strong\\u003e\\u003cstrong\\u003eoccasions that call for food. Working with the Deliveroo team has been amazing. We laughed, we ate, we\u00a0 collaborated, we ate some more, and we created a multicultural, multi-cuisine campaign that has something for everyone.\u201d \\u003c\/strong\\u003eGuy Futcher, Regional Creative Director at VCCP Singapore\\u003c\/p\\u003e\",\"blockId\":\"Z2dnRgM\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2dnRgM\"} \/-->","post_title":"VCCP Singapore launches first Deliveroo campaign","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-singapore-launches-first-deliveroo-campaign","to_ping":"","pinged":"","post_modified":"2022-09-06 08:36:45","post_modified_gmt":"2022-09-06 07:36:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=news&#038;p=9079","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9184,"post_author":"64","post_date":"2023-08-04 09:43:01","post_date_gmt":"2023-08-04 08:43:01","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eVCCP Singapore\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today unveiled two new super hires to strengthen its leadership team and propel the agency to its next stage of growth. Katya Obolensky joins the agency as Managing Director alongside new hire, Mark Teal who becomes its Chief Marketing Officer. Both hires start with immediate effect.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Singapore has experienced rapid growth since its launch in 2019 after winning founding client Shell. In its short time it has grown \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto 25 peopl\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ee, created award-winning creative work for industry leaders such as Cathay Pacific, Deliveroo, Sun Life and Toll and was even crowned Independent agency of the year in 2020, in only its second year of operation.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eObolensky and Teal join to lead the agency\u2019s development, further strengthen the agency\u2019s presence\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in Singapore and drive growth into other Asian markets\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. As Managing Director, Obolensky will also ensure the creative shop continues to deliver outstanding creative work and exceptional client service.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKatya Obolensky most recently led the Virgin Media O2 account in VCCP\u2019s HQ in London, but joined the\u00a0 London arm as a Senior Account Director in 2015. Her impressive work and exceptional leadership skills have propelled her to a meteoric rise after only eight years with the agency. With over fifteen years of experience in the advertising industry, both in New York City and London, Obolensky brings a wealth of experience to the agency. Beginning her career at JWT NYC working on the Microsoft account, she then moved to London where she joined M\\u0026amp;C Saatchi and contributed to the success of various high-profile clients such as Hyundai, Currys\/PC World, Public Health England, and Havana Club alongside introducing several cultural initiatives which led to her taking on a global network role, where she played a pivotal role in nurturing international offices and securing international clients. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eKatya Obolensky, Managing Director at VCCP Singapore\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added, \u201cI\u2019m absolutely thrilled to be bringing the challenger spirit of VCCP London to Singapore, and couldn\u2019t be more pleased to have Mark join us at such an exciting time in our growth story. We\u2019ve had an incredible few years and I\u2019m excited to take our Asia offering to its next stage \u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eMark Teal is also a seasoned veteran in the realm of advertising and marketing technology, with a track record that spans over two decades. Teal joins from Wunderman Thompson where he was Head of Business Development and led on garnering marketing technology partnerships as well as leading creative and technology related pitches for the agency.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePrior to that, Mark was at Digitas as Business Development Director where he invested all of his time on new business with a focus on building Digitas\u2019s capabilities around CRM and CMS build projects. His role of Head Of Business Development in 2019 saw Mark grow the agency's headcount threefold.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJulian Douglas, International CEO at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cVCCP Singapore has seen solid momentum, bringing in clients Canon, Cathay Pacific, Toll and Deliveroo and welcoming several new superstar hires. Now with both Katya and Mark on board, we have the right leadership in place to propel the agency and Network even further as we reach the third phase of our global expansion plan which has APAC at the heart of it. I look forward to seeing their impact on our business.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Singapore is part of VCCP Group which employs more than 1,400+ people across its 11 offices in Auckland, London, New York, San Francisco, Salt Lake City, LA, Sydney, Shanghai, Madrid and Prague.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"29wqIC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-29wqIC\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's a hugely exciting time to be joining VCCP Singapore. Our unique minimum-viable-network proposition has proven to be successful, I\u2019m keen to scale that further in a way that benefit our clients.\",\"quotee\":\"Mark Teal, Chief Marketing Officer at VCCP Singapore\",\"blockId\":\"Z2aYJ14\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z2aYJ14\"} \/-->","post_title":"VCCP Singapore supercharges leadership teams","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-singapore-supercharges-leadership-teams","to_ping":"","pinged":"","post_modified":"2023-08-07 09:19:16","post_modified_gmt":"2023-08-07 08:19:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/news\/2023\/aug\/vccp-singapore-supercharges-leadership-teams","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9099,"post_author":"35","post_date":"2023-02-27 11:15:00","post_date_gmt":"2023-02-27 11:15:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"802940922\",\"blockId\":\"1cwnQT\",\"blockUniqueClass\":\"lazyblock-video-1cwnQT\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eIn a world where there is an urgent desire to reduce carbon emissions, waste and positively give back to communities, Cathay Pacific wanted to showcase their wide range of initiatives to reduce the impact of air travel - including adoption of sustainable aviation fuels, recycling, up-cycling and sustainable sourcing of food and beverages.\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022\\u003eThrough our research and social listening, we devised a content plan and strategy that addressed the needs of conscious travellers, and emphasised Cathay Pacific's innovation in sustainability, enabling them to stand out within the social media landscape where dubious claims have become commonplace.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp dir=\\u0022ltr\\u0022\\u003eDeveloping a series of social content (engaging, snappy videos and straight-to-the-point captions), we aimed to educate customers about Cathay Pacific's ongoing sustainability efforts to make a strong impression. 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