First VCCP campaign for Cathay Pacific eschews business class ‘corporate road warrior’


The Hong Kong-based airline Cathay Pacific has decided to tap into the ‘sensory’ world with the first major campaign by VCCP out of Singapore, stepping away from the norms of business class ads.

Designed to promote the premium passenger product, the work is titled ‘Let your senses guide you’ and maps out the sensory experiences customers can expect onboard. These are said to include trying new food, relaxation and “feeling the rush of exploring a completely different culture” – according to the airline.

The integrated campaign will run across digital, print and social media. Airline general manager of brand Edward Bell said: “This campaign is about how Cathay Pacific has moved beyond expectations to delight our customers with an enhanced business class offering that has been thoughtfully selected to create a holistic sensory experience. 

“We believe each journey doesn’t just begin once you arrive at your destination. Instead, we feel the sensory experiences should be an intrinsic part of every aspect of the journey, right from the moment you step onboard.”

Explaining the approach to the work, VCCP Asia-Pacific executive creative director Andrew Hook added: “For this campaign, we set out to try to challenge the standard business class codes.

“Rather than focusing on the archetypal corporate road warrior, the sensory approach was designed as a fresh take on the category – bridging the experiences of both leisure and business travellers, while delivering on the new ‘Move Beyond’ brand promise.

“The Cathay Pacific team gave us a lot of room and support to create something really expansive and expressive for the brand, and we are very proud of the result.”

McCann Worldwide lost the lucrative Cathay Pacific account in 2018 after 25 years, with the airline switching to Publicis Group and VCCP for its creative, media and social capabilities. At the time, VCCP chief executive Cliff Hall claimed that the agency was “ready to challenge the market with them on their journey to becoming the world’s best airline”.


Executive creative director: Andrew Hook

Associate creative director: Shervin Seah

Copywriter: Dinah Amira Nordin

Art director: Drishti Khemani 

Agency producer: Danli Lok 

Photographer: Troy Goodall

Photographer’s agency: Frame by Frame

Media agency: Digitas

Production company: Collider 

Director: Rob Stanton-Cook

Producer: Annie Schutt

Post-production/editor: Matt Osborne

Sound design: Gerard Fitzgerald (Song Zu)

Colourist: Ben Eagleton

Account team: Aanchal Sethi and Hannah James

Planning: Valerie Wang – Planning Director 


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