IN TIMES OF COVID-19
Keeping audiences informed and engaged
The Brief:
In addition to informational and operational updates, Cathay Pacific Airways wanted new initiatives to keep their audience engaged, inspired and entertained, to keep travel intent high and ensure that they'd remain the airline of choice once people take to the skies again.
MOVE BEYOND
Inspire audiences to Move Beyond, with Cathay Pacific Airways
The Brief:
Lead our customers, our passengers and our audience towards something bigger and better. Introducing Cathay Pacific Airways' new tagline: Move Beyond
The work:
Wrote all English copy to promote Move Beyond on social media platforms and digital ads for global markets.
MOVE BEYOND
It’s time for us to embark on a new journey. To take you further. To connect you with more people, places and meaningful experiences. We’re ready to move forward, in new ways, toward what lies ahead. Check out what ‘Move Beyond’ means to us.
FANFARES
Inspire audiences to go on countless adventures with Cathay Pacific's fanfares, that offer special fares to various destinations per week.
The work:
Wrote all English copy to promote fanfares on Cathay Pacific's Facebook page
When you’re in the Maldives (Malé), surf, snorkel or scuba dive endlessly in the Atolls of the Maldives, and see all the colours of the ocean. Within the city, see Maldivian fishermen in action as they populate the iconic Fish Market with the freshest seafood with a variety of octopus, grouper, tuna and more. Just off the shores, get lost in a different world in #Villingili, a colourful little island that inspires the laid-back life. Book fanfares to Malé at 8am and discover more fanfares destinations here: https://bit.ly/2NnCtYq
Discover what it’s like to be a true Mancunian as you experience Manchester in all its glory. In a city that lives and breathes football, a tour around the National Football Museum is a must. Take insta-worthy shots at #ManchesterTownHall, an iconic Manchester landmark and a stunning example of Neo-Gothic architecture. Around the #NorthernQuarter, discover phenomenal street art, rare vinyl record stores, prestigious art galleries as well as quirky eateries including #MackieMayor with its various mouth-watering eats. Book fanfares to Manchester at 8am and see more fanfares destinations here: https://bit.ly/2vlOsjS
This #ChineseNewYear, discover snowy landscapes, historical remnants and regional delicacies with your family in Niigata. Go off the beaten path and ski on powder soft snow at the #CharmantHiuchiSkiResort. Explore the remains of #KasugayamaCastle, a fort-like castle perched on the top of a mountain from where you can also appreciate spectacular views of the Sea of Japan. In the Uonuma area, savour a true Niigata specialty: #HegiSoba. And finally, cap off the perfect trip by de-stressing together at Akayu onsen. Book fanfares to Niigata at 8am and see more fanfares destinations here: https://bit.ly/399khfw
CHINESE NEW YEAR 2020
This Chinese New Year, it's all about family
The work:
In addition to social media copy, I wrote all copy for H5 banners and more to promote both inbound and outbound flights for Chinese New Year 2020
FOUR TIMES MORE
Four times more inflight entertainment content to keep you entertained, endlessly.
The work:
In addition to social media copy, I wrote all copy for native and banner ads to promote Cathay Pacific's new inflight entertainment offering
