Cathay Pacific: tailored content programme

Supporting travellers stuck in hotel lockdown

A mandatory 21-day hotel quarantine is a daunting prospect. When Hong Kong announced just such a measure for all travellers to the city, we saw an opportunity for our client to address a newfound customer need: exactly how to deal with three weeks stuck in a hotel room.

An A-Z of quarantine

We proposed the creation of an entire suite of content that would guide passengers through every step of the process. This involved creating guides for everything from the arrivals process to which hotel to choose; from packing smart to working smarter; and ideas and tips for staying healthy – and sane.

As well as these essential guides, the team created a wealth of resources to keep kids entertained, such as puzzles and worksheets, and then provided plenty of inspiration for what to do in Hong Kong after quarantine was over.

We also created a series of weekly targeted emails that would push our content to those in quarantine, each speaking to their mindset at the time – from prepping for the long haul to nearly tasting freedom.

Content targeted by need

Identifying and targeting a new customer base allowed us to create a content strategy and execute it rapidly, with excellent results. The Quarantine Guide performed strongly online, thanks in no small part to strong organic search performance.