We think of travel through rose tinted glasses – it's always about the picture-perfect landscapes and expected tourist sites. 

People have grown tired of seeing the glossed up and unrealistic depiction of travel. And so have we.

For the longest time, we'd never shown the more personal side of our cabin crew. 

We needed to show the world that there was so much more to our cabin crew, 

showcasing their worldliness, passion points and insider travel knowledge. 

To show the world who our cabin crew truly were, we created Beyond the Cabin, 

a six-part travel show hosted by our real-life cabin crew. 

Out of uniform, out in the world, and showing you their real lives as we travelled the world with them through their unique passion points. 

We danced our way through Seoul with Gan Pin, discovered Paris vintage treasures with Moon, stepped into Jazz bars with Jocelyn, captured Auckland's artsy side through the lens of Priscila, tasted the flavours of New Delhi with Mitchelle, and stepped into the movie sets of New York City. 

We then stepped into some of their homes as we went in-depth and got to know them even more. 

The effects of the pandemic had undoubtedly changed the landscape of travel. Airlines were desperate to make up for the loss of being grounded for so long, and needed to make up for the loss in revenue. Meanwhile, passengers were willing to 'spend big' in order to make up for the years of missed experiences.

While other airlines boasted of their elite product features, or created wanderlust through their vast network of destinations, we decided to communicate using the one thing we knew people craved the most during the pandemic - connection. People began seeking for meaningful, authentic, and real travel experiences. And so we decided to use our most loved brand asset - our cabin crew as a way to create that connection with our audience.

Our most successful social campaign to date, with over 84 million views and coutning.

Over 99% positive sentiments on social media.

Fans kept asking for more of their favourite cities to be featured in this 'unglossed' documentary-style and loved seeing the more personal side of our cabin crew.