Creativity

Cathay Pacific Offers a Chance to Say 'I Do' at 35,000 Feet

Three Couples Are Competing for a Chance to Win a Wedding on Board

By Angela Doland. Published on Nov 30, 2016

Editor's Pick

Hong Kong airline Cathay Pacific bought rival Dragonair a decade ago, but they kept their separate brand names. Now Dragonair has been rebranded as Cathay Dragon, and the carriers tapped McCann Hong Kong and MRM//McCann Shanghai to show consumers that their two brands are more closely aligned.

To symbolize that bond, the agencies put together a campaign around the theme of marriage. They tapped three couples, all of them travel influencers, to compete for a chance to win a wedding on board at 35,000 feet. (It's like a sweet, wholesome twist on the old mile-high club.)

People can vote for their favorite couple on the campaign website, where there are videos of each couple, showing them dressed up in wedding attire and rushing to catch a plane. Voters also get a chance to be on board for the Jan. 6 wedding. The competition is in partnership with three Chinese travel platforms, Ctrip, Mafengwo and Qyer, and targeted the Chinese market; the airline says social media posts with the campaign hashtag got more than 25 million reads in a week.

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