Sleep Less
In Seattle
New Route Launch for Cathay Pacific Airways
BACKGROUND
To create a launch campaign of Cathay’s new exclusive direct route from Hong Kong to Seattle; flying non-stop, four times a week on their new state-of-the-art aircraft A350.
CHALLENGE
Seattle is a not top of mind city as a destination in the U.S.A when consumers plan their holiday.
SOLUTION
Instead of a conventional “Tourism-Board-Alike” kind of editorial video, we have created a social campaign led by a 2-part film of a romantic adventure “SLEEP LESS in SEATTLE” to raise awareness of Seattle as a destination in the west coast of the US and generate leads and drive conversions and sales of Cathay Pacific’s new direct route.
While the 1st film has created awareness among the audiences, the 2nd episode is an open-ended film that led consumers to participate a contest in which they can leverage on the creativity and submit their desired ending for film in order to win a set of free ticket to Seattle.
IMPACT
1.3 million
of Reach
4.78 million
Views and
8000 interactions
throughout the campaign
Ranked #5
on Youtube Ad Leaderboard in Q1 2019
$12.8 million
of Revenue
THE WORKS