| 哲学 | The Brief : Nearly 600,000 Australians Visit Hong Kong Each Year, A Vibrant Metropolis Where East Meets West. Unfortunately For Cathay Pacific, Few Australians Choose To Fly With Them, Even Though They’re Hong Kong’s Flag Carrier Airline. Despite Enjoying A Strong Global Reputation, Many Australians Don’t Even Realise That Cathay Pacific Are Based In Hong Kong. Our Objective Was Simple: We Needed To Create A Strong Connection BetweenHong Kong And Cathay Pacific In The Minds Of Australian Travellers, And We Needed To Give Meaning To The Brand Purpose Of ‘life Well Travelled’.The Strategy : When You Live A Life Well Travelled, You Collect Amazing Memories. But For Australian Travellers, There Were Really Only Three Airlines: Qantas, Virgin…then Everyone Else. So We Decided To Give Them A Way To Capture And Re-live Their Travel Memories More Vividly Than Ever Before. And The Most Powerful Way To Evoke Memory Is Through Scent. Parfums De Voyage Is A First-of-its-kind Sensory Souvenir That Captures The Scentscape Of Hong Kong, Using Fragrance Analysis, Tourism Metadata And Individual Social Media Data To Distil A Traveller’s Memories Into Perfume—figuratively Transporting Them And Inextricably Linking Hong Kong With Cathay Pacific.The Execution/the Execution & Craft : Analysing The Tourism Metadata Of Hong Kong, We Used Australians’ Travel Patterns And Social Footprints To Pinpoint 10 Key Locations. We Then Sent A Fragrance Specialist To Derive Fragrance Notes From Each, Carefully Blending Them To Create Parfums De Voyage (Made Available For Cathay Pacific Passengers, Partners And Travel Agents). We Then Scraped The Social Media Data Of Select Passengers, Determining The Precise Fragrance Profile Of Their Hong Kong Journey, And Creating A Personalised Perfume To Match Their Memories. Every Detail Was Directed Entirely By Their Travels, From The Composition Of The Fragrance To The Unique Packaging Design.The Result : Demand For Parfums De Voyage Was Immediate, Both In-flight And Online, And The 10,000 Bottles Were Made Available To Cathay Pacific Passengers, Partners And Travel Agents. Parfums De Voyage Was Also Featured In Australia’s Most Popular News And Travel Sites. Following The Campaign, Cathay Pacific Increased The Number Of Direct Flights To Hong Kong From Both Brisbane And Sydney, And Upgraded Its Routes From Melbourne And Perth. |