Our outdoor format needed to be prominent and innovative to break through the clutter and gain immediate top of mind status. Giant posters were wrapped on every pillar in all six gates of Cathay Pacific’s boarding area, making it the biggest ever pillar wrapping inside Hong Kong’s international airport. The area was transformed into an Asia Miles zone in mellow yellow, supported by lightboxes and thousands of trolleys, leading to massive exposure.

This campaign alone increased in-flight enrolment by 25% in just over eight weeks; a successful record which drastically exceeded the campaign target of 10%, and the yearly target of 13% in their home market, Hong Kong.Source : CPLP (Asia Miles member services department)