CATHAY PACIFIC'S bronze-winning marketing campaign has shown that small things can pay big dividends in terms of customer satisfaction and loyalty. The integrated, global 'Little Things That We Remember' campaign is aimed at drawing the attention of potential passengers to the small details that make a Cathay flight so pleasant and reflect its commitment to customer welfare and comfort. Cathay brought this message to life through a series of television, print and online media presentations run in rotation on a continuous basis around the world. 'Great service is in the details, but it's not always easy to pinpoint the details that matter. Attention to detail, combined with genuine warmth, are our strengths - this is what we wanted to convey in this campaign,' said Celine Ho, Cathay's marketing communications manager. 'We did this by highlighting the close interaction between the crew and customers, which reflects the importance we place on people and service,' she added. The campaign, which has been running for nine months, received unprecedented support from staff and the public, Ms Ho said. A Milward Brown AdTrack survey found that up to 87 per cent of respondents believed that Cathay understood their needs, while up to 91 per cent said it cared about its customers. Media reports also indicated that Cathay was perceived as warm, passionate and caring. In June, readers of Hong Kong's Weekend Weekly magazine named Cathay their 'most favourite airline'. The advertising campaign is part of a larger initiative entitled People and Service. Its scope covers various community service programmes, including a scholarship programme for talented football players in Hong Kong aged 12 to 15. Research showed that advertising awareness, brand image and brand preference had risen since its launch. At the Skytrax World Airline Awards this year, Cathay was named Airline of the Year, Best Airline - Asia and Best First Class (Intercontinental). The marketing campaign also won ATV's Top 10 Hong Kong TV Commercials Award and a gold award at the 2005 EFFIE Awards - the Oscars of the advertising industry.