Cathay Pacifics' UK office was looking to promote the breadth of destinations it flies to in China from the UK. It's aim was to raise awareness of Chinese upcoming destinations: Guilin, Chongqing, Kunming, Hangzhou and Chengdu.
Through a PR campaign, it presented Cathay Pacific as the carrier of choice for both leisure and business travel when travelling to China. All thanks to its extensive and expanding network, connectivity and frequency of flights along with sister company DragonAir. Simply they wanted to encourage bookings for all flights from the UK, increase demand and generate incremental revenue.
Major events carried out included a 4-day exhibition in London Royal Festival Hall, photography competition, advertorial, social media and collaboration with CNTA (China National Tourism Association).
Our role was to conduct market research, formulate strategies, design, programme and deliver effective digital communications.