HONG KONG, APRIL 18, 2011 – How to make the features of an airline seat appealing? That was the challenge McCann Hong Kong took with its campaign for Cathay Pacific’s new business class. TVCs have debuted, inspired by debonair spy flicks where the hero gets instructions via headset from a top-secret "tech designer". Before each trip, the hero listens to the latest mission data on the new features.
They will also be releasing minimalist print ads, featuring photography by winning photographer Pete Seaward.
The campaign launched 4 April 2011 internationally, starting with Hong Kong, Asia, the Southwest Pacific and North America. It includes two 30-second TVCs and five 15-second spots shot by David Lodge from RSA Asia, plus print ads, outdoor installations, online banners, and a minisite with a simple yet surprising interactive seat guide that lets you know all you need to know about the seat and the new Business Class. The minisite was also recently awarded Site of the Day by the Designlicks Awards.
“I’m delighted that the simplicity of the site caught the eye of the design community,” said Thierry Halbroth, Executive Creative Director of the McCann Cathay Pacific Central Team. “It shows that even a simple thing like an instruction manual can be turned into something attractive, engaging and effective.”
