Cathay Pacific have over half a million registered users. But the data on these users is very basic – only showing name and email address, and in some cases their last travel destination. If Cathay Could convince these people to give them even more information about their travel preferences, this could allow the airline to target them with individually targeted offers and packages that could potentially unlock millions of dollars in revenue.

We were asked to find a way to approach this data collecting in a unique and attractive way, as it coincided with data harvesting hitting global headlines for all the wrong reasons!

We timed our campaign to launch at the time of year when people most consult their Zodiac fortune: Chinese New Year.

First, we sent our offer of a travel fortune reading in the form of an EDM. We used an art style inspired by Chinese New Year and traditional Zodiac art.

Users were redirected to an interactive mobile site where they were asked to select Zodiac Animal and input multiple travel preferences such as, favourite destinations, preferred way of travelling and frequency of travel.

Our fortune algorithm, based on several Zodiac Experts opinions, generated a unique fortune reading based on their animal and preferences selections.

A promo code was then generated for them to complete their fortune by instantly booking on the Cathay Pacific booking site.

The data collected shaped Cathay Pacific’s entire targeted marketing strategy for the year, allowing them to individually target each customer in their data base.