HONG KONG — As a premium travel lifestyle brand, Cathay is dedicated to elevating the life experiences of its members by enriching their lifestyles through earning and using Asia Miles. For the past 25 years, Asia Miles has woven itself into the fabric of millions of people’s lives. It has enabled Cathay members to unlock more value in their travel journey and everyday lifestyle — and Cathay strives to bring the streak further.
Every day, thousands of poignant life events unfold on the ground or in the air. Cathay understands the incomparable value that Asia Miles holds for Cathay members, forming the gist of the anniversary film. Inspired by real stories, the film features acclaimed Taiwanese director Lo Ging-zim, who cleverly weaves all the experiences people have redeemed throughout the years, taking viewers on a nostalgic journey paved by Asia Miles and inspiring them on their continuous journey to unlock more possibilities.
The anniversary film takes a bold yet heartfelt route of enticing its viewers to explore whether you’re unlocking experiences through Asia Miles or if Asia Miles is helping to unlock them for you — in front of friends, loved ones, and more, featuring the good, the bad, and the unexpected.
It can be as simple as redeeming a business class upgrade or a whole family trip that helped children redeem themselves in the eyes of loved ones, to moments like redeeming a flight to redeem a long-distance relationship, or even unexpected moments like redeeming exclusive concert tickets that even led to the boyfriend redeeming praise from strict potential parents-in-law, and more. Each story is a testament to Asia Miles’s unwavering commitment to enhancing its members’ lives.
Stay tuned for the full launch of the campaign. During Asia Miles’ 25th Anniversary, it is celebrating the people instead of celebrating the milestone. Cathay will be offering a total of 25 exclusive miles rewards, specially curated to celebrate the enduring legacy of Asia Miles, including three fabulous offers on three consecutive Fridays. The campaign will then feature shared stories through different touchpoints and a tongue-twister activation. The anniversary will also feature a series of bespoke experiences designed to commemorate this significant milestone.
“We are thrilled to celebrate the remarkable 25-year journey of elevating member’s everyday lives by making the most of Asia Miles and the lasting value it has brought to the lives of our members,” Cathay Head of Lifestyle Marketing Linda Wang shared. “Through this anniversary campaign, we aim to not only celebrate the past and inspire future adventures but also express our heartfelt gratitude to our partners old and new, as well as our loyal members who have made reaching this milestone possible.”
Halo Cheng, Group Creative Director of Leo Burnett Hong Kong, said, “As a fan of Cathay myself, we realized that everyone has a deeper connection with Asia Miles. Each scenario aims to dig deeper into that bond and remind people what more you will unlock with Asia Miles.”
For more information about the Asia Miles 25th anniversary campaign, please visit the official website available in English or Traditional Chinese.
CREDITS:
Client: Cathay
General Manager, Brand, Insights and Marketing Communications, Cathay: Edward Bell
Head of Lifestyle Marketing, Brand, Insights and Marketing Communications, Cathay: Linda Wang
Marketing Manager, Brand, Insights and Marketing Communications, Cathay: Carrie Ma
Social Marketing Manager, Brand, Insights and Marketing Communications, Cathay: Isabelle Lam
Assistant Marketing Manager, Brand, Insights and Marketing Communications, Cathay: Eyeko Leung, Karen Chan
Assistant Manager, Digital Marketing, Brand, Insights and Marketing Communications, Cathay: Florence Lau
Marketing Executive, Brand, Insights and Marketing Communications, Cathay: Joyce Ng, Denis Lau
Digital Marketing Executive, Brand, Insights and Marketing Communications, Cathay: Zoe Choi
Agency: Leo Burnett Hong Kong
Chief Creative Officer, Leo Burnett HK: Christopher Lee
Group Creative Director, Leo Burnett HK: Halo Cheng
Creative Director, Leo Burnett HK: Miriam Yip
Associate Creative Director, Leo Burnett HK: Kay Lee
Copywriter – Abbie Chan
Assistant Art Director – Leona Tse
Strategy Director, Leo Burnett HK: Garron Chiu
Associate Strategy Director, Leo Burnett HK: Stephanie Chan
Managing Partner, Leo Burnett HK: Dennis Yeung
Group Account Director, Leo Burnett HK: Carrie Chan
Account Director, Leo Burnett HK: Alice Wu
Senior Account Manager, Leo Burnett HK: Macy Lui
Account Executive, Leo Burnett HK: Prudence Wong
Account Executive, Leo Burnett HK: Tracy Mok
Production
Production House: D N Picture Co. Ltd, Friday Post Production Co. Ltd
Director: Lo Ging-zim
