HONG KONG – Cathay is inviting its members to relive the magic of their travel and lifestyle experiences with “Unpack Your 2025” – a personalised digital experience designed exclusively for Cathay members.
Created in partnership with Leo Hong Kong, each customised experience reminds people of the memories they’ve made throughout the year together with Cathay, creating an annual year-end memento of places visited, distance travelled, Asia Miles earned, as well as dining and shopping experiences enjoyed along the way.
“Our members are at the heart of everything we do,” explains Vivian Lo, Director Customer Lifestyle at Cathay. Cathay “Unpack Your 2025” is more than a campaign; it’s a celebration of our members’ journeys and experiences with us. By combining creativity with data, we’ve created something personal and shareable in pursuit of becoming our customers’ most loved service brand.”
Drawing on complex data from Cathay Pacific flights and Cathay’s lifestyle ecosystem, ‘Unpack Your 2025’ covers all Cathay Pacific destinations, chronological travel data, and design elements tailored to each membership tier.
With nods to Cathay’s heritage, the experience is inspired by Cathay’s “Move Beyond” spirit where Cathay travel luggage comes to life, exploring the world with a playful curiosity. The journey contains hidden easter eggs like Cathay’s retro classic bowling bag, which joins as a travel companion; a Rugby Sevens sports bag can be spotted amongst the luggage; along with references to Cathay’s iconic and loved lounges. To customise the experience further, all members have the option to select their own music as the soundtrack to their year.
Stratos Efstathiou, Head of Art & Design at Publicis Groupe Hong Kong, says “We can all relate to the nostalgic feeling of looking back at your travel memories. We wanted to create a personalised experience that captures this joy of reminiscing and the excitement of looking ahead – an experience that people will look forward to every year. Each customised video visualises the members’ own, unique travel story, making no one journey the same, told in a dreamlike way, while capturing the feelings of wanderlust and discovery.”
AI’s role was critical in the creation of ‘Unpack Your 2025’: not only was it used to process complex data points but it is crucial to the choreography of each element, while also handling portions of the visual generation. Human oversight, direction and craft were equally key for the look and feel, which remain unmistakably Cathay
Cathay ‘Unpack Your 2025’ includes bite-sized cutdowns and member’s year in review summary, optimised for sharing across social platforms, complete with personalised boarding passes designed to reflect each member’s tier status, further personalising their complete journey.
CREDITS
Client: Cathay
Director, Customer Lifestyle: Vivian Lo
General Manager, Insights & Marketing Communications: Edward Bell
Head of Customer Relationship Management: Prudence Lau
Members Lifecycle Manager: Jacqualine Cheng
Members Lifecycle Executive: Winnie Li
Creative Content Manager: Ric Dunn
Producer: Dex Ng
Tech Lead: William Tsang
Digital Product Delivery Manager: Jolina Zou
Digital Product Delivery Manager: Sam Lee
Senior Solution Architect: Aldric Lam
Product Owner: Eva Lam
Enterprise Quality Assurance Lead: Wesley Yeung
Test Analyst: Jamal Saffir
Full Stack Developer: Jamie Phan (Accenture)
Frontend Developer: Calvin Chen (Accenture)
Agency: Leo Hong Kong
Chief Creative Officer: Christopher Lee
Global Executive Creative Director: João Braga
Head of Creative Technology: Laurent Thevenet
Head of Art & Design: Stratos Efstathiou
Associate Creative Director: Kristin Chung
Associate Creative Director: Tim Lee
Senior Art Director: Tish Sin
Senior Art Director: Beatrice Tseung
Copywriter: Bernice Chin
Managing Director: Rhys Taylor
Managing Partner: Dennis Yeung
Director of Client Services: Kenneth Poon
Senior Account Director: Kale Ng
Account Manager: Gertie Tsang
Account Manager: Stephanie Chu
Senior Account Executive: Felix Leung
Senior AV Editor: Belqis Hamid
Management Trainee: Charlene Cheung
Production & Tech: Publicis Sapient
Business Director: Andrew Poon
Tech Director: Juha Suomalainen
Associate Project Director: Leslie Shen
Senior Manager, UI Design: Emily Hu
Senior Frontend Developer: Mayi Liu
Senior Frontend Developer: Runze Lin
Senior QA Engineer: Chao Liu
