When researching consumer sentiment on social listening,
one theme kept popping up; Hong Kongers have Cathay items all over their house. Millions of Hongkongers have stolen Cathay inflight items at home. This could be a problem for the famed Hong Kong flagship carrier, one of the most premium airlines in the world. But we saw it as a love for the brand and
an unexpected sales opportunity. If people love to souvenir our quality products so much, it means we had millions of Trojan horses sitting in homes that just needed activating! By building
a campaign around the items that were ubiquitous in Hong Kong apartments, we turned millions of items into touchpoints.
For travelers, each served as a reminder, and a reason to talk about, why they loved Cathay Pacific in the first place. We launched with a film as a rallying cry to travel again on television, online, and broadcast on every major DOOH channel in the city. Hundreds of influencers and 3rd party publications shared over 100+ posts about their favourite keepsakes. The everyday Hongkongers “confessed” about what they have souvenired,
and were offered miles incentives as an invitation to fly with us again.