cathay power point

Angela Hinck Blake Toth

Brigitta Xinran Han Collin Dale Farmer

Jessie Yip Cho Kwan Karen Tang Ka Wing Kay Jiang Ren Fei Suki Chan Suet Kiu

RESEARCH

• 52 Hong Kong residents surveyed

• More than 13 hours spent online weekly

• 54% receive airline information via social media

27%

15%52%

0%

6%

Howdoyougetairline/flightinforma5on?

Travelagent

3rdPartyTravelWebsite

AirlineWebsite

Telephone

Other

RESEARCH

024681012141618

CX

KA

HKExpress

HKAirlines

AsiaPacific

EVA

ChinaAirline

ChinaSouthern

EitherCXorKA

WhentravellingthroughoutAsia,whichairlinedoyouusuallychoose?

Comfortable Professional ExpensiveSuperficial

RESEARCH

SWOT ANALYSIS

SWOT ANALYSIS

Quality

Traditional

Destinations

Local

Fuel

Regulations

Cost

Growth

Tech

Positioning

Communication

Market Share

Strengths Weakness Opportunity Threat

SWOT ANALYSIS

Brand equity

Quality

Traditional

Local

Fuel

Regulations

Cost

Growth

Tech

Positioning

Communication

Market Share

Strength Weaknesses Opportunity Threat

SWOT ANALYSIS

Brand equity

Quality

Traditional

Local

Fuel

Regulations

Cost

Growth

Technology

Positioning

Communication

Market Share

Strength Weakness Opportunities Threat

SWOT ANALYSIS

Brand equity

Quality

Traditional

Local

Fuel

Regulations

Cost

Growth

Tech

Positioning

Communication

Market Share

Strength Weakness Opportunity Threats

OBJECTIVE

OBJECTIVE

• Reintroduce as Cathay Dragon

• Increase awareness

• Reassure the people of Hong Kong

• Establish traveler importance

STRATEGY

STRATEGY

• Competing with HK Express for business

• Cathay Dragon’s service is worth it

• Phones and online usage

• Same values of old brand

BRAND PERSONIFICATION

Who is Cathay Dragon?

Modern

Elegant Adventurous

Respectful

TARGET AUDIENCE/ PROFILES

The Road Warrior• American working in

Hong Kong

• Married father of 2

• Values efficiency and control

• Senior Financial Manager

TARGET AUDIENCE/PROFILES

The Executive Mom• Hong Kong mother of

one

• Mid-level management position

• Needs direct transfers

• Business and leisure traveller

TARGET AUDIENCE/PROFILES

The Adventuress

• Unmarried young professional

• Tech savvy

• Deal hunter

TARGET AUDIENCE/PROFILES

BIG IDEA

• Brings new life

• Brand’s elegant simplicity and perfection

THE FINISHING TOUCH CONTINUES

CAMPAIGN

Camera sweeps over cities Cathay Dragon flight attendant helping customer.

Close-up on traditional ramen

Brush strokes appear More brush strokes appear Dragon forms

Zoom into dragon’s faceCathay Dragon logo appears in

dragon’s eye Cathay Dragon logo flies away

Eye forms around planePanning shot across plane

Panning shot across plane

Eye shrinks around planeLogo appears Tagline

MTR POSTERS

• Targeting older generation/business people

• Fashion/traveling magazine• Conveys message of

new destinations

WEBSITE

• Easy to engage

• Explore interactively with 3D world

VIRTUAL REALITY

DIGITAL STORYBOARDS

DIGITAL STORYBOARDS

• 2 minutes long

• Chinese food

• Service

• Destinations

VO: I am Jessica and I love traveling around the world.

She eats food from different countries. She misses Chinese food. But she couldn’t find any Chinese restaurant nearby.

Cathay Dragon provide her Chinese tea and food.

She enjoys the food a lot. Ending: slogan

VO: I am Jay. this is my sister Jane. We have a busy father.

Their father has to work overseas. It’s the Chinese New Year. Other families are celebrating together.

Jay and Jane escape from home. They go to the airport and plan to find their father.

The flight attendant looks after them. Grandma tells her son that Jay and Jane is missing.

The flight attendant brings Jay and Jane to their father. Ending: slogan

Ending: slogan

VO: I am Jason. I am a guitarist and I go around the world and have

performance.

He is performing in the street. The audience love his music.

Every time he leaves a place that he performed, he marks an “X” on the

map.

He moves to another city to perform. It comes to the last dot on the map.

He discovers Cathay Dragon opens more destinations.

He continues his trip.

FACEBOOK PAGE

ONLINE ADS

INSTAGRAM

• Sponsored video

• Screenshot the dragon

• Upload with hashtag• First 10 win voucher

PR EVENT

• Randomly selected winners

• Restaurants simulate in-flight experience

Media Plan

CONCLUSION

CAMPAIGN EVALUATION

CAMPAIGN EVALUATION• Facebook - 70 thousand likes

• Instagram - 12 thousand followers

• Youtube - 5 thousand video views

• TV spot airs - 3 times daily

• OOH - 3 million daily views

THANK YOU