How do you create content for an airline… when no one’s flying?
When Covid-19 forced Cathay Pacific to ground the vast majority of its flights, that had one major knock-on effect for us at Cedar Hong Kong: the airline’s in-flight magazines Discovery and Silkroad also went on hiatus.
So we took a step back to ask the question: in a time when almost no one was flying, what content could we create that would really work for Cathay Pacific? After all, there are only so many “we can’t wait to travel again” stories anyone wants to read.
We went into pitch mode, thinking critically about what the airline’s customers were searching for – and what they would want to have served to them. We reframed our scope of work and refined our skills as we shifted to a more reactive mode of working.
“It was fantastic to work with Cedar during this most difficult of years,” says Tiffany Lam, Digital Content Manager at Cathay Pacific. “They were constantly full of ideas, extremely proactive and agile, always understood the needs of our business, and consistently created content of the highest quality. They are exactly the kind of content agency that you need during a pandemic, one that will support you at every step, and become an extension of your own team.”
Here’s how we went about them…
1) Quarantine Guide – making the most of necessity
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.
We proposed the creation of an entire suite of content to 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. We created a wealth of resources to keep kids entertained, such as puzzles and worksheets, and then provided a 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.
2) The Travel Bubble Hub – jumping on an opportunity
When Hong Kong and Singapore announced a travel bubble allowing quarantine-free travel between the two cities, we sprang into action to create content that would speak to how Cathay Pacific’s customers were searching for information and inspiration.
We sifted through vast amounts of complex documentation to simplify the many terms and conditions for prospective travel bubble passengers, turning everything into easily digestible guides and checklists. And we created and optimised inspirational lifestyle content specifically targeted to Hongkongers travelling to Singapore, and vice versa – giving even the most wary of travellers great reasons to book.
The results speak for themselves, with Cathay Pacific’s air travel bubble hub topping monthly pageviews thanks to its blend of useful service content and inspirational travel.
3) Vaccine Solution Hub – a vital role and a brand new offering
Cathay Pacific Cargo’s role in the global distribution of Covid-19 vaccines was something worth shouting about. For Cargo Clan, the airline’s B2B news site, we created content to help Cathay communicate its role in this major humanitarian mission – while also showcasing its new Vaccine Solution: a best-in-class option for those looking to ship vaccines and other pharmaceutical products around the world.
In addition to writing news stories, eDMs and newsletters targeted at the B2B market, we condensed information about a complicated topic into an attractive, at-a-glance PDF explainer – giving prospective customers all of the information and confidence they needed to book a shipment with Cathay Pacific Cargo.
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Business & Strategy Director