Discovery
A curated travel experience that takes inflight content to new horizons
The challenge
Cathay Pacific wanted an agency to help them engage and inspire their high flying customers, by breathing new life into the longstanding travel title Discovery.
This was a special opportunity to align the inflight content strategy with the brand’s core values: considered simplicity, a life well travelled and the joy of discovery, creating a new editorial solution that supports the airline’s travel leadership position in Asia.
The solution
In 2015 we relaunched the inflight content proposition under a new filter – ‘Curated by Cathay’.
The new incarnation of Discovery tells intelligent stories about what travel means in the 21st century, curated from our network of world-renowned journalists and photographers as well as local artists, psychologists, scientists and philosophers.
The content inspires travel through truly compelling storytelling and incredible photography delivered across Cathay Pacific’s owned and earned channels.
The details
The stories are brought to life through digital and print platforms, including the inflight magazine, inflight shopping guide and a mix of videos and interactive features in the monthly iPad edition, available in English and traditional Chinese.
Cathay Pacific’s home, Hong Kong, is reflected in the tone and visual style by using design and typography to reflect the city’s distinctly vibrant, local flavour. We launched the magazine with four unique covers each created by renowned Hong Kong artists.
All the channels work together by creating an ongoing conversation with passengers about the best in original travel experiences, inspiring travel bookings across Cathay’s global network.
‘Cedar showed us a vision for truly curated content across all platforms along with a fresh image and visual identity for Discovery… Our brand ethos – the Life Well Travelled – is behind every idea, word and image.’
The results
The relaunch achieved international media coverage for the creative visuals and insightful editorial, positioning the brand as a travel media leader.
Within the first six months of relaunch, Discovery scooped bronze in the Best New Launch category at the prestigious Content Marketing Awards.
Feedback on the iPad edition has been strong, with downloads increasing 79% year on year in the six months to December 2015.
Discovery reaches an upmarket, cosmopolitan audience of fliers and engages them when there’s nothing else to do but sit back, relax and enjoy the flight.
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Content Marketing Association Awards
Best Launch (Bronze) 2015Cathay Pacific – DiscoveryDiscovery won Bronze and was described by judges as ‘visually unique and very instagramable’