THE STORY

With nearly 70 years of experience in connecting Hong Kong with the rest of the world, Cathay Pacific has become synonymous with luxury, long-haul service.

Cathay’s avid and loyal customer base consists of more than just business travelers, many of whom aren’t only looking to spend time in Hong Kong, but look to make connections to other parts of Asia as well. Cathay Pacific’s goals were twofold: connect with the curious millennial traveler while also highlighting the appeal of Hong Kong through a creative lens.

In order to showcase Cathay Pacific’s leading role in Asia, we gathered a group of 16 outstanding creatives for a life-changing journey through Hong Kong and Asia. The trip began with a six-day-long residency in Cathay’s Hong Kong hub, and was infused with celebrations of the Chinese New Year.

The Journey

Explore Hong Kong

The Outcome

90

million campaign impressions

18

creatives involved

45

increase in Cathay Pacific's social following

Passport To Asia

With