Cathay Pacific – one of the airlines worst hit by the spread of Covid-19 – had to cut back on flights by 75%. With global travel restrictions imposed, the brand was grounded, much … read morelike the people. But with travelling being the “top 5” most missed activity during lockdown, how could Cathay Pacific help people “fly” when we’re all grounded? We launched a social campaign, starting with a video made with user generated content, that encouraged everyone to find wonders of the world at home. 12,000 Asia Miles were then given away to fans who submitted the most creative visuals to help them redeem a future trip to their photo’s destination. The results: the user generated campaign was adapted across 16 markets, amassed over 10,000,000 social media impressions, over 560,000 social views, over 100,000 positive social engagement and #TillWeFlyAgain continues to get images daily.
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