Cathay soars high with series of advertisements showing the little ways it cares for its passengers
CATHAY PACIFIC AIRLINES submitted three entries to the Hong Kong Effie Awards, and all three made it to the finals. One won a gold and one a silver.
Cathay's memorable campaign 'It's the little things we remember', part of the 'people and service' publicity thrust, won the gold Effie in the travel/tourism category.
Working with McCann-Erickson (HK), Universal McCann and MRM Partners, Cathay came up with a series of six realistic scenarios that translated well into six dramatic commercials highlighting the little ways Cathay helps its passengers.
'The campaign highlighted the close interaction between crew and customers, which reflects the importance we place on people and service,' said Celine Ho, Cathay's marketing communications manager.
'Airline hardware - the body and seats - is more or less the same. What makes an airline different is the service, which is Cathay's strength. This is what we wanted to convey in this campaign.'