This
Chinese New Year
It Is All About
Family
Cathay Pacific Airways
BACKGROUND
Cathay Pacific’s purpose is to move people forward in life by connecting them to people, places and experiences that matter. As the home carrier of Hong Kong, it saw an opportunity to reconnect Hong Kong people with their families during CNY.
CHALLENGE
Hong Kong went through a tumultuous seven months before Chinese New Year in 2020. Social unrest has convulsed the city, dividing the society between pro- and anti-government. As a result, many families were also torn apart, as explosive political debates infiltrated homes. How can we encourage Hong Kong people to set aside their differences and repair the relationship with their parents, spouses, siblings and children for the most important time of the year?
IDEA
Travel can mend relationships.
Cathay Pacific jogged the memory of Hong Kong people’s last trips with their own families. There might have been laughter, arguments or even regrets, but the relationship must have become stronger after.
This Chinese New Year is the best time to rekindle those relationships and truly move beyond.
IMPACT
10 million
Views
4x
Click-Through-Rate than Google’s standard benchmark
USD 4 million
Revenue
From
Direct Online Sale
THE WORKS