cathay power point
TRANSCRIPT
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
• 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