Member-focused content showcases vibrancy of airline’s top travellers
Hong Kong, September 12, 2016 – Cathay Pacific has launched a series of short films, created and produced in collaboration with Eight Partnership, about its Marco Polo Club members. Telling the personal stories of three members, the films are a companion to a series of books profiling more than 15 of the global airline’s Marco Polo Club members.
To be shown on Cathay Pacific’s social media platforms and later inflight, the films feature a chef, a curator and a businessman with a passion for sailing. May Chow is the chef and founder of Little Bao, Aric Chen is the Lead Curator for Design and Architecture at the upcoming visual arts museum M+ and Harvey Jessop is known to have put the “wonder” into Wonderbra.
“We are actively working to develop a renewed focus on recognition and relationships. Our members have a special connection to Hong Kong, which reinforces our relationship to them,” says Elaine Lee, Manager Loyalty Marketing at Cathay Pacific. “We feel that our members are part of a special circle, and so we asked Eight to help us create films to celebrate this varied, interesting peer group and show what their lives are like when they are not travelling.”
The new content is part of the brand, design and communications approach for Marco Polo Club that was launched with the help of Eight in April this year to place greater emphasis on the sense of belonging and the diversity of the club’s membership. Using an editorial approach, the films and books depict members in a personal and honest way that make their stories more powerful.
“Cathay Pacific’s Marco Polo Club members are well-travelled, well-informed people with engaging stories,” says Louise Wong, Head of Content at Eight Partnership. “The short films and books reveal them as individuals who are passionate about their lives and representative of a modern, global community.”