Arrive Early
Leveraging existing frequent flyer behaviour to launch a new Cathay Pacific lounge.
To launch The Deck — Cathay Pacific’s new passenger lounge at the Hong Kong International Airport — we encouraged travellers to arrive at the airport early to make the most of our facilities.
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Cathay Pacific's airport lounges are the best in the world.
Over the years, they have garnered a die-hard fanbase among frequent flyers as an icon of passenger comfort and a symbol of the brand's luxurious service quality.
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We found that many Cathay Pacific passengers go out of their way to arrive at the airport hours in advance just to spend time at the lounges.
These frequent flyers often come 2 to even 5 hours earlier just so they can make the most of the free massages, à-la-carte dining, fresh DanDan noodles, and other signature comforts.
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The Deck is the lounge you make time for.
To launch the latest Cathay Pacific lounge, we spoke to frequent flyers through familiar scenes of a mad rush through the airport, and encouraged them to arrive early to make the most of it.
The Film
Feature Highlights
Frequent flyers saw themselves in our film
Agency – McCann Worldgroup
Creative Idea & Execution – Jay Lee & Anastasia Simone