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Hong Kong influencer couples race to win a mile-high wedding in Cathay Pacific stunt

Cathay Pacific has launched a campaign to more closely align the mother brand with sibling Cathay Dragon.

Cathay Pacific stunt

The campaign centres on a competition with three travel influencer couples who compete to win the chance to get married at 35,000 feet.

The videos invite the public to vote for their favourite couple to win a wedding on a Cathay Dragon flight. The winning couples’ voters also get a chance to attend the wedding on 6 January.

The first film shows one couple’s dash to the airport.

The second film:

The third film shows another couple’s sprint to get on the plane in time.

Grace Cheung, manager, global marketing communications, Cathay Pacific, said: “The campaign is the result of a truly innovative approach to consumer-centric communications and content planning. This is our first time to tap into a partnership of this nature and scale with travel platforms and influencers in China.”

“The result is highly targeted content in a media environment where Chinese consumers are already engaged. In a world where media and creative can no longer be thought of as separate disciplines, the travel platforms and the integrated team at McCann have been working seamlessly in Hong Kong and China to bring all this together. Although in its initial phases, ‘Marriage in the Air’ shows that content-driven campaigns are often the ones that resonate best with consumers.”

The ‘Marriage in the air’ campaign website is here.

Credits:

Martin Lever, Executive Creative Director
Rick Kwan, Creative Director
Guilherme Pecego, Creative Director
Agnes Lee, Associate Creative Director
Fanny Lau, Associate Creative Director
Dan Jacques, Associate Creative Director
Daniel Cheong, Senior Art Director
Mok Ngo, Art Director
Wong Wai Ping, Jr Art Director
George Cheung, Visualiser
Debbie Yung, English Copywriter
Wing Tam, Producer
Business Planning & Management Team
Victor Lam, Group Account Director
Karen Chan, Planning Director
Eva Cheung, Account Director
Venice Choy, Senior Account Executive
Bernice Lam, Account Executive
Channel Planning Team
Nicola Yates, Channel Planning Director &
Global Head of Media
Prashant Galani, Digital Manager
Crystal Chan, International Communications Planner

MRM//McCann Shanghai
Mike Zeng, Managing Director
Tianit Ng, Chief Creative Officer
Fiona Zang, Deputy General Manager
Animesh Narain, Planning Director
Ricky Chen, Group Creative Director
Poppy Qian, Associate Creative Director
Artlan Wang, Group Head
Kevin Deng, Associate Account Director
Edith Wang, Account Manager/Media Manager
Erica Tian, Sr. Account Executive
Justin Zhang, Technical Director
Dyson Du, Project Manager
Cesar Xu, Web developer
Ellen Hua, Senior Data Analysis

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