\r\n All in perfect harmony\u201d showed how the various elements featured in the First Class experience connected and complemented one another, creating a holistic experience which is greater than the sum of its parts.\n <\/blockquote>\r\n \r\n \t\t\t <\/div>\r\n \r\n

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CHALLENGE<\/strong><\/p>\n

There’s huge competition for premium airline passengers, with airlines vying to deliver the best, most luxurious First Class cabins and experiences. Gold fittings, butler services, shower suites – there\u2019s no limit to how far airlines go to justify the price of the first class ticket.<\/p>\n

Cathay Pacific – with a long heritage of delivering warm service from the heart – wanted to take a different stance. Instead of partaking in a study of excess like its competitors, Cathay Pacific introduced an array of \u2018soft\u2019 product enhancements that addressed specific passenger feedback across the areas of amenities, bedding, dining and more.<\/p>\n

VCCP was tasked to create a campaign to drive retention of loyal first-class flyers and acquisition of other frequent first class flyers.<\/p>\n

INSIGHT\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/strong><\/p>\n

We were speaking to discerning luxury travellers; connoisseurs that appreciate the time and effort taken in perfecting a meaningful experience. Further research showed that first class loyalists fly with Cathay because their authentic service gives them a sense of familiarity in unfamiliar places.<\/p>\n

Our campaign sought to demonstrate Cathay Pacific\u2019s sincerity in delivering meaningful First Class service moments that turn what was just an exclusive experience into a personalised ritual, designed with each passengers\u2019 wellbeing in mind.<\/p>\n

IDEA \u00a0<\/strong><\/p>\n

Our campaign – \u201cAll in perfect harmony\u201d – showed how the various elements featured in the First Class experience connected and complemented one another, creating a holistic experience which is greater than the sum of its parts.<\/p>\n

The campaign was served through digital, print and social media assets that showcased how the different elements – delectable food and wine pairings, luxurious bedding and aromatic amenities came together to create a perfectly balanced experience to help passengers feel like their best self.\u00a0<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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