VCCP shoots Cathay Pacific ‘enhanced’ Business Class

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SINGAPORE, Tuesday: Creative agency VCCP Singapore has launched a fully integrated campaign to announce Cathay Pacific’s enhanced Business Class experience that offers “a suite of thoughtfully chosen enhancements to the service with soft products and culinary offerings”.

This new campaign is called Let Your Senses Guide You and is about travel, at its heart, being a sensory experience, whether passengers are flying for business or for leisure. 

The campaign first takes customers through all the sensory experiences one can enjoy during travel, whether it’s trying new food, finding relaxation somewhere you’ve never been before or feeling the rush of exploring a completely different culture.

“This will be rolled out gradually via digital, print and social media globally.”

It will include the launch video and specific communication on the more tangible aspects of the enhancement that will be rolled out gradually via digital, print and social media globally.

VCCP ECD Andrew Hook said: “For this campaign, we set out to VCCP ECD Andrew Hook said: “Rather than focusing on the archetypal corporate road warrior, the sensory approach was designed as a fresh take on the category – bridging the experiences of both leisure and business travellers.

“The Cathay Pacific team gave us a lot of room and support to create something really expansive and expressive for the brand, and we are very proud of the result.”

VCCP was appointed by Cathay Pacific as the lead global strategic and creative agency in 2018 and this is the first major campaign for the airline since the launch of Move Beyond earlier this year.


Title / project: Cathay Pacific Business Class Campaign
Agency: VCCP Singapore
Regional Director: Craig Mapleston
Executive Creative Director: Andrew Hook
Associate Creative Director: Shervin Seah
Copywriter: Dinah Amira Nordin
Art director: Drishti Khemani
Agency Producer: Danli Lok
Photographer: Troy Goodall
Photographer’s agency: Frame by Frame
Media agency: Digitas
Production company: Collider
Director: Rob Stanton-Cook
Producer: Annie Schutt
Post Production/ Editor: Matt Osborne
Sound Design: Gerard Fitzgerald (Song Zu)
Colourist: Ben Eagleton
Account Team: Aanchal Sethi, Hannah James
Planning: Valerie Wang

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