Best Travel Rich Media Online Ad

Objective: To promote the launch of the entirely new Cathay Pacific cabin classes’ ‘Experience’ website inviting customers to virtually see and try the product before they fly.
Strategy and concept: Through an overwhelming, evolving page take-over execution, users are able to get a glance at the aircraft’s new configuration through a cabin walkthrough that lets them discover Cathay Pacific’s new cabin classes. While the video is playing, key messages of the new designs are displayed through the connected banner which then evolves into a full page take-over that lets you ‘seat’ into each of the cabin’s new seat and encourage the audience to try Cathay Pacific’s new cabin classes before they fly through the unique first-person point-of-view experience awaiting them on the new website.

Contributors:

Executive Creative Director:	Sylvester Song
Senior Creative Director:	Thierry Halbroth
Copywriter:	Ruby Yip
Associate Creative Director:	Anita Ng
Digital Art Director:	Alex Lai

MCCANN-ERICKSON WORLDGROUP HONG KONG

Location: Hong Kong