Cathay Pacific campaign focuses on staff

Cathay Pacific has launched a global advertising campaign targeting both business and leisure travellers supported by a promotion.

Cathay Pacific campaign
Cathay Pacific campaign

The ’People and Service’ campaign highlights the airline’s continuing dedication to providing all of its passengers with outstanding service.

The campaign, created by McCann Erickson, is devised to bring to life the level of service Cathay Pacific offers by focussing on the personalities and philosophies of individual members of staff.

The campaign will run until May 2010 using outdoor print and online channels. In the UK, outdoor executions will appear at key commuter and business locations such as Canary Wharf and the online creative will include video pre-rolls of the People and Service TV commercial. soundtracked by a Robbie Williams song.

The campaign is supported by an online competition giving customers a chance to win a luxury holiday to Hong Kong

Each week there will be a Cathay Pacific staff-related question to answer on for a chance to win.

David Paice, marketing manager UK & Ireland at Cathay Pacific, says: “The thinking behind the People and Service campaign is to continue to highlight the message that our staff genuinely goes the extra mile to care for our economy, business and first class passengers.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here