Cathay Pacific campaign introduces new Aria Suite business class service

Cathay Pacific's latest campaign with Publicis Groupe Hong Kong to launch its new 'Aria Suite' experience marks the first time the airline has branded its business class product. 

The accompanying campaign, 'Where artistry takes flight,' involves a launch event, as well as print, digital, and online assets, capped by an ethereal brand film that, as its title suggests, evokes more artistry than explanation and more dream than detail.

As Edward Bell, Cathay’s brand and marketing communications chief, explains, "We needed a campaign that captures the artistry of its design, immersing the audience in different sensorial worlds inspired by the suite itself.”

Rather than explaining the features and comforts of the luxury air service, viewers enter a spa-like realm of soft sounds and see airline travellers lost in a world of rippling waters, flowing wheat fields, and breezy undulating textiles, which, on first viewing, initially seems like a bit of artistic overload.

The accompanying press materials to the film provide a much-needed contextual guide to what we're seeing:

The launch film depicts a journey within the Aria Suite, from take-off to landing, emphasising the feeling that each feature evokes: adjustable warm lighting that feels like the sun; a sculptural, wrap-around design that creates the sensation of a private escape; a curated collection of ‘Gallery in the Skies’ artworks, depicted through painterly skies; grassy fields that echo the breathable sensation of rohi’s woven wool; while flowing fabrics capture the comfort and softness of the Aria Suite’s bedding.

Campaign's take: The depiction of the business class suites amid waters or wheat fields creates a feeling of vulnerability as much as security and in this respect may not be as effective as it could. We do see a couple service features and a plate of delectable-looking food later in the film, but a few more favourable features as opposed to flowing sheets might help viewers get a better sense of the experience. But the film does successfully evoke both a relaxing and high-end luxury experience, which will make business class travellers look forward to their upcoming in-flight service. 

CREDITS

Client: Cathay Pacific

General Manager, Brand, Insights and Marketing Communications: Edward Bell
Head of Marketing Communications: Vivian Chan
Marketing Manager, Global: Anthony Wu
Assistant Marketing Manager, Global: Maria Ng
Assistant Marketing Manager, Global: Jessica Siu
Marketing Specialist, Global: Simba Leung
Marketing Manager, HK: Fiona Tang
Assistant Marketing Manager, HK: Catherine Kwan
Marketing Specialist, HK: Parco Leung
Marketing Manager, Event:  Angel Wong
Assistant Marketing Manager, Event: Esther Guevara
Assistant Marketing Manager, Event: Rachel Cheng
Event Specialist: Adam Chow
Event Specialist: Christy Chak

Creative Agency: Publicis Groupe Hong Kong

Chief Creative Officer, Leo Burnett HK: Christopher Lee
Creative Director, Leo Burnett HK: Stratos Efstathiou     
Creative Director, Leo Burnett HK: Helen Yuen
Associate Creative Director, Leo Burnett HK: Tim Lee
Senior Art Director, Leo Burnett HK: Sam Wong
Senior Copywriter, Leo Burnett HK: Alison Ho
Managing Partner, Leo Burnett HK: Dennis Yeung
Business Director, Leo Burnett HK: Kenneth Poon
Senior Account Director, Leo Burnett HK: Kale Ng
Associate Account Director, Leo Burnett HK: Holie Ko
Senior Account Manager, Leo Burnett HK: Tiffany Chan
Account Manager, Leo Burnett HK: Stephanie Chu
Account Manager, Leo Burnett HK: Bella Yiu         
Chief Strategy Officer, Leo Burnett HK: Martin Smith
Strategy Director, Leo Burnett HK: Garron Chiu   

Agency Producer, Prodigious: Armelle Sudron
General Manager & Executive Creative Office, MSL & Luminous: Miuson Chi
Event Director, Luminous: Kaman Yeung
Senior Event Manager, Luminous: Vic Wong
Event Manager, Luminous: Hannah Chan
Event Producer, Luminous: Yoyo Yan
Director, MSL: Jojo Choi
Creative Director, MSL: Lok Lai
Senior Consultant, MSL: Charles Liu
Associate, MSL: Phoebe Ng
Senior Art Director, MSL: Mandi Cheuk
Senior Art Director, MSL: Hilary Yuen
Senior Associate,  MSL: Christie Lee
Account Director, Digitas HK:  Rebecca Ng
Digital Manager, Digitas HK: Bernice Poon
Digital Specialist, Digitas HK: Alex Fung
Digital Specialist, Digitas HK: Charlene Kwok
Digital Executive, Digitas HK: Howard Huang
Digital Executive, Digitas HK: Ennius Ng
Director: Alan Masferrer
Production House: Hamlet