🟨 Cathay: Your Brand Swag Might Just Be The Game Changer
Let's get moving...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
Cathay hopes to get people to travel more and discover beautiful destinations. How does the Asian airline do it? By reminding them of one of the least talked about perks of flying - aeroplane keepsakes (souvenirs).
Cathay created the 'Let’s Get Moving ;P’ campaign to celebrate Hong Kongers’ love for keepsaking (collecting souvenirs).
The airline did a research which showed that many people in Hong Kong keep Cathay-branded items such as slippers, eye masks, cards, and pens at home as special reminders of their travels.
Cathay found this encouraging and inspiring because it shows that people keep mementos of things they value. So, they decided to build on this, ask all these keepsakes to come to life, and encourage us all to ‘Let’s get moving’.”
Cathay used real flight data to discover its most popular branded items and made them the stars of its campaign. That eye mask that helped with jetlag, the deck of cards that made conversations easier, and the pen used for writing memories were highlighted as the airline's favourite borrowed items.
The campaign created a buzz on social media, Cathay asked Hong Kongers to share their hoarding stories. Some of Hong Kong’s top influencers and celebrities also opened up about their favourite Cathay items. The brand is working on a new line of must-have merchandise that will be available soon.
ICYMI - Creating Superfans with Social Media Filters
Let’s Get Moving ;P is an example of an Integrated Marketing Campaign.
The campaign has gained over 2.1 million views on YouTube. Cathay Pacific’s passenger numbers increased month on month by 19%.
🍉 Action Points
Find your unique selling point - Cathay tapped into a unique and often overlooked perk of flying: collecting airplane keepsakes. It's a brilliant way to stand out and remind people of the little joys of traveling.
Leverage research and insights - They conducted research and found that many Hong Kongers cherish Cathay-branded items as special travel mementos. Understanding your audience's behavior and preferences can uncover goldmine insights to build your campaign around. Using real flight data to identify the most popular branded items ensures the campaign is grounded in reality and authentic.
Create engagement through stories - By asking people to share their hoarding stories on social media, Cathay created a buzz and built a sense of community. Create opportunities for your audience to share their stories and experiences with your brand.
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