Immersive travel content bringing inspiration to customers’ digital journeys
For years, Cathay Pacific’s award-winning inflight magazines had suffered from a lack of digital exposure. The challenge for us was to bring Cathay Pacific’s travel content into the digital realm, using it to help inspire travellers, build the brand, and connect our readers with the airline’s digital customer journey.
In May 2017, we launched Discovery – an immersive travel inspiration website, combining insightful Hong Kong content, travel stories, interviews and aviation insights from Cathay Pacific’s inflight magazines with enhanced imagery, videos, useful links and digital-exclusive stories for online readers. It’s curated as a digital-first experience, optimised for search, available in English and Traditional Chinese, designed for desktop and mobile – and encourages readers to explore further into the Cathay ecosystem.
Curating for the digital experience also means optimising for search. This is a key part of Digital Discovery, especially through marquee packages to reflect that journey. Content on Hong Kong, hotels, aviation and special landing pages have been key features of the website, and we constantly monitor our results and refine our approach, to ensure that we’re creating the right content for the platform. And it’s working: organic search traffic made up over 70 per cent of visits in 2020.
‘‘Digital Discovery has been an invaluable platform for Cathay Pacific since its launch, and continues to grow in importance. It gave us an inspirational presence online and a home for stories that we could share across our channels. And it has continued to grow year-on-year, showing that there’s a real appetite for inspirational content amongst our audience.’
Since launching, we’ve published over 1,400 stories on Discovery – from gorgeous travel features exploring newly launched Cathay Pacific destinations, insights into aviation news and updates, and up-to-the-minute travel trends. Discovery’s readership has gone from strength to strength, with year-on-year growth, solid reader engagement and ever more content.
Digital Discovery traffic in 2019, from users in over 135 countries
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