Cathay Pacific Hong Kong eBook
Editorial, not advertisement.
Services
Travel campaign, editorial, eBook, app distribution
Result
100,000+ downloads, a 13% increase in revenue for tickets booked to Hong Kong, and a clear spike in business-class bookings.
Cathay Pacific wanted banner ads to sell business-class seats. We argued that banner ads alone do not move people who are about to spend real money on a premium ticket. Those travelers commit when both the flight and the destination feel worth it, so we built the destination first. An immersive eBook took readers through the sights, sounds, history, and daily life of Hong Kong. Editorial, not advertisement. We distributed it through the Apple and Android app stores. It passed 100,000 downloads and drove a clear spike in business-class bookings.
