Our goal was to introduce Cathay Pacific’s new Boston to Hong Kong route and establish Cathay Pacific’s brand presence in Boston, as well as generate interest in travel to Asia.

Qualitative research revealed that Millennials are hesitant to travel to China because it seems too different a world from theirs, while business travelers want the reassurance that there will be familiar experiences waiting when they land. We sought to meet the needs of both these targets by revealing surprising connections between Boston and Hong Kong and celebrating all the great things waiting for travelers when they arrive. We launched a fully integrated campaign with digital, OOH and print work that juxtaposed Bostonian and Chinese representative objects to highlight the unexpected commonalities between the two cities. To effectively reach a broad target audience, the ads utilize both English and Simplified Chinese copy.

As of mid-June, flight loads have been 94%, well above the 60-70% goal. We’ve also seen strong digital engagement, with 20,667 Clicks from the digital campaign to date and a Click through rate of 0.12%, 50% above industry average of 0.08%.