Due to the pandemic, Cathay had not launched a campaign in 3 years. This, along with negative PR news throughout the lockdown has resulted in a drop in a drop in brand love and the lowest awareness levels in 5 years.

This was at a time when key regional competitors have increased communication efforts to target Hong Kong affluent travelers with the return of travel intent.

Cathay could not simply capitalize on people wanting to travel again. It needed a campaign that would drive awareness and brand love, in order to remind Hong Kong citizens why they loved Cathay in the first place, so not only would they want to travel again, but want to travel with Cathay.

This is a love story that involves a bit of…stealing.

Inspired by a local insight which shows that most Hong Kongers have Cathay inflight items at home, the brand analysed inventory data and turned our most frequently souvenired items into film characters.

A man is woken up by his Cathay eye mask to catch his flight. In another apartment, a Cathay pen reminds the owners not to forget their toothbrush. A deck of Cathay cards wave goodbye to more would-be travellers. A pair of Cathay slippers hop into a Cathay travel bag, as a turtle confusingly stares. A Cathay hairbrush pushes away newspapers to reveal the passport a traveller was desperately looking for. A traveller arrives at his seat, where a flight attendant offers him a coffee. The coffee cup smiles and winks, knowing it’ll be taken soon. The flight attendant sees the cup and winks back.

“Let’s Get Moving ;P” generated a wave of awareness across the city, and got people travelling again

· 61M+ total impressions, with 32M+ total reach

· 27M+ total video views, including 2M+ who viewed the video online in full

· Awareness increased by 9 points, the highest since the beginning of the pandemic

· Brand lift increased by 7.2%, and purchase intent by 6.7%

· Brand preference increased by 3 points, 4x higher than the average travel campaign on Meta

· In a post-campaign study, 59% said the campaign stood out from other airlines

Most importantly, people flew with Cathay again, with over 1.3 million passengers in the first month of the campaign, representing 90.4% of total passenger capacity