Problem: How do we drive preference for Cathay Pacific and create awareness about the fact that Cathay Pacific is now flying from Bengaluru?
Solution: With a country filled with an audience who is familiar with Cathay as a brand but are unfamiliar with the experience of flying a Cathay Pacific flight, we tasked ourselves with the objective of solving a relevance problem rather than a recognition problem.
With a user first approach, we focused on communicating about an all new flying experience through the lens of Bengaluru.
Our Campaign #BengaluruToBeyond focused on highlighting our USPs and creating awareness about ‘Cathay Pacific now flying from Bengaluru, to the world’ and extended to conversations about all the cultural ways in which Bengaluru is moving beyond.
We did this across digital platforms, radio as well as on ground activations at the airport. We also created a special experience for all the passengers who flew on the first Cathay Pacific flight out from Bengaluru, guaranteeing organic mentions for Cathay’s maiden flight from #BengaluruToBeyond.