New Marco Polo Club films created by Eight for Cathay Pacific

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.”

Eight ranks #1 in both brand consulting and design

Eight solidifies its pole position in branding and design

Hong Kong, June 3, 2016 – Clients last night elected Eight Brand Consultancy of the Year, as well as Design Firm of the Year, taking dual #1 slots in Marketing Magazine’s Agency of the Year (AOTY) Awards 2016 ahead of international names in the sector.

The win solidifies Eight’s grip on the coveted role as the leader in design and branding in the region, hot on the heels of securing the number one slot in Brand Consulting the previous year.

“We are ever so grateful to our amazing clients and talented staff for these trophies,” says Chris Fjelddahl of Eight. “We’ve always firmly believed that being good is much more important than being big, and we work very hard to try and make that a daily reality. We feel that beating our large friendly competitors is a validation of the strategy of putting quality and creativity first."

“Our international assignments are more exciting than ever, and geography doesn’t really restrict us at all. It’s great that Eight is becoming a global design brand and that clients from Tokyo, San Francisco, New York and even Houston seek us out. Our regular presence in Milan, London and New York is part of that momentum.”, says Fjelddahl.

Eight designs immersive brand experiences by integrating brand design, product design, space design and communications around the core strategy advisory services. 

“Our interior design and industrial design teams have been incredibly busy,” says Eight’s Bjorn Fjelddahl, one of the partners running the firm. “We’ve designed flagship interiors for THX, the Lucasfilm founded brand based in San Francisco. We’ve designed new inflight dining ware for Cathay Pacific. Companies are waking up to the fact that the brand is not just the logo or the website. It is the complete customer experience.”

The Asian AOTY Awards, from Singapore-based Marketing Magazine, are the only global awards judged exclusively by clients rather than industry peers.

This is the seventh year running that Eight has taken home one of the coveted trophies. The firm beat out traditional agencies such as Brand Union and FutureBrand, and Prophet, amongst others.

During 2015, Eight initiated assignments for THX in San Francisco, Odin in Japan, Ocean Park in Hong Kong, hotels brands in Mauritius and the Seychelles and more. It was also in 2015 Eight unveiled the livery of Cathay Pacific and the strategic rebranding of Dragonair into Cathay Dragon.

“Our team is stronger than it’s ever been, with a terrific buzz permeating the different offices,” says Bjorn Fjelddahl. “We’re thrilled to have wonderful clients that continue to bring us their thorniest branding challenges. This award is a timely opportunity for us to stop and thank both staff and clients for their trust.”