{"id":9584,"date":"2023-09-27T08:39:00","date_gmt":"2023-09-27T07:39:00","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9584"},"modified":"2025-06-03T08:32:15","modified_gmt":"2025-06-03T07:32:15","slug":"vccp-and-cathay-pacific-show-how-the-smallest-details-make-the-biggest-difference","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/cathay-pacific\/vccp-and-cathay-pacific-show-how-the-smallest-details-make-the-biggest-difference","title":{"rendered":"VCCP and Cathay Pacific show how the smallest details make the biggest difference"},"content":{"rendered":"<div class=\"lazyblock-video-tX3CY 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\/1087644254?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-2p5B7d 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><span style=\"font-weight: 400\">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\u2019s top service brands, understands that true indulgence lies in the details.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In 2023, Cathay Pacific partnered with VCCP Singapore to launch the &#8216;The difference is in the detail&#8217; campaign to showcase<\/span><span style=\"font-weight: 400\"> 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.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The objective for 2024 was to showcase how Cathay Pacific\u2019s meticulous attention to detail extends to its award-winning inflight wine offerings, in order to deepen brand love and increase awareness.<\/span><\/p>\n<p><span style=\"font-weight: 400\">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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">As part of the ongoing <\/span><i><span style=\"font-weight: 400\">The Difference is in the Detail<\/span><\/i><span style=\"font-weight: 400\"> platform,\u00a0 our goal was to explore how Cathay Pacific\u2019s inflight wine service is elevated by the smallest, most thoughtful touches,\u00a0 a distinctive strength in a category often defined by excess and extravagance.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">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.<\/span><\/p>\n<p><span style=\"font-weight: 400\">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\u2019s wine and champagne experience, where even the unseen makes a lasting impression.<\/span><\/p>\n<p><span style=\"font-weight: 400\">With a suite of 3 Key visuals and supplementing social assets &#8211; the result was a continuation of Cathay Pacific\u2019s brand story: that true luxury isn\u2019t about excess, it\u2019s about care. And at 35,000 feet, it\u2019s 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.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">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\u2019s role as an airline with consistent thoughtful services and offerings. <\/span><\/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-1iwStT 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\/2025\/05\/Champagne-1.png 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2025\/05\/Champagne-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-carousel-Ze3hFI 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\/2025\/05\/Red-wine-2.png 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2025\/05\/Red-wine-2.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-carousel-Kht3 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\/2025\/05\/White-wine-2.png 1152w\">\r\n                <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2025\/05\/White-wine-2.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":73,"template":"","class_list":["post-9584","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","2655"],"client_id":"8421","hero_video":"","hero_image":{"ID":9595,"id":9595,"title":"Screenshot 2025-05-26 at 3.39.13 PM","filename":"Screenshot-2025-05-26-at-3.39.13-PM.png","filesize":1968093,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2025\/05\/Screenshot-2025-05-26-at-3.39.13-PM.png","link":"https:\/\/www.vccp.com\/singapore\/work\/cathay-pacific\/vccp-and-cathay-pacific-show-how-the-smallest-details-make-the-biggest-difference\/attachment\/screenshot-2025-05-26-at-3-39-13-pm","alt":"","author":"73","description":"","caption":"","name":"screenshot-2025-05-26-at-3-39-13-pm","status":"inherit","uploaded_to":9584,"date":"2025-05-26 07:39:35","modified":"2025-05-26 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