The Australian airline industry is extremely diversified and highly competitive, with premium airline carriers having strong brand distinction in people’s minds. Cathay Pacific had fallen out of people’s minds. Our objective was simple: get Australian travellers to talk about Cathay Pacific and create a strong connection between the airline and its home destination of Hong Kong.

By breaking down tourism metadata of 600,000 Australian travellers, we were able to assign each memory a key scent such as teahouses, flower markets, temples and spices, opening up infinite possibilities of fragrance combinations. Then collecting data from passengers’ social media, geo-location information, and using image recognition software we recreated an exact scent profile of the memories from their time in Hong Kong. By utilising PR and media, we created a whirlwind of hype that reached over 80% of the population. Throughout course of 4 months, we made 10,102 bespoke fragrances and distributed them on select flights and to lucky social media users, connecting Cathay and Hong Kong in the minds of all Australian travellers.