Cathay Pacific is a premium airline that is well known to China travellers. However, its sister airline, Dragonair, had very low awareness in China due to historic minimal ad-spend. With the re-branding of Dragonair as Cathay Dragon, our brief was to drive greater awareness and understanding of the premium travel experience Cathay Dragon offers, as well as a strengthened seamless travel experience offered together by Cathay Dragon and Cathay Pacific. Faced with a small campaign budget and a hugely fragmented media landscape, our objective was to create a whole new conversation amongst Chinese travellers. By using emerging and established social channels and communities we needed to create awareness and excitement about the re-branding, drive engagement and showcase the products and services of both Cathay Dragon and Cathay Pacific.

We searched China’s most popular travel platforms for three travel influencer couples who were engaged to be married. We invited them to compete for a chance to be married onboard a Cathay Dragon aircraft. We co-created branded content with the influencers for three campaign phases:

1. The Invite:

Influencers invited the whole of China to vote through a series of “invitation videos” seeded across a variety of social and travel platforms, driving followers to the campaign site.

2. The Venue:

Participants who voted had a chance to attend the wedding and could explore the Cathay product world through each couple’s wedding plan videos – from the food and drinks to the seats and decorations.

3. The Wedding:

The winning couple was married onboard a Cathay Dragon flight with their reception in Cathay Pacific’s award-winning Business class lounge — followed by a honeymoon to Europe with Cathay Pacific.