Cathay Dragon | Silkroad
Reimagining inspirational travel content in contemporary Asia
The challenge
As the region’s premier regional airline, Cathay Dragon wanted a new inflight content strategy to engage and inspire their two core audiences – affluent, frequent flyers and the growing market of inquisitive Chinese travellers.
We also needed to create an approach that reflected Cathay Dragon’s brand position while making the most of its connection with with its sister airline Cathay Pacific.
The solution
With Silkroad magazine at its heart, the goal of our content was to tap into the zeitgeist of Asia and the way people travel with the airline.
The visual direction shares elements with Cathay Pacific’s Discovery, but with its own twist, giving the magazine both a strong connection and its own identity.
The detail
Energy, people, smart travelling and contemporary Asia: these are the pillars of Silkroad and the foundation of our storytelling. The magazine’s monthly content reflects the way its audience travels – deliberately fast-paced, energetic, recommendation-led and practical.
The elegant graphic designs and bold photography capture the spirit of the region, as do Asia’s best travel writers who can tell the story – in both Chinese and English – of this ever-changing continent with insight and expertise.
‘Silkroad has been transformed into an energetic and exciting inflight magazine that truly reflects our “contemporary China” brand ethos. Cedar is a very professional and passionate team to work with.’
The results
Since its relaunch in 2015, Silkroad has received strongly positive feedback through both qualitative and quantitative measures.
In passenger surveys, we’ve seen an increase in overall satisfaction, particularly among first class passengers, where the satisfaction rating has increased by over 20 per cent.
of the magazine on a monthly basis – the majority of whom are affluent, mobile, travel-savvy passengers.
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