Challenge

We were tasked to create an immersive in-mall experience that genuinely invokes the desire to travel, and to showcase the array of Cathay Pacific offerings cohesively in a given space within a shopping mall. The key was to engage audiences, igniting their interest to travel and sparking brand love in a competitive market. We had to balance the brand and product awareness with interactive displays and social-media friendly installations that would hook visitors from the minute they take off on this experience.

Solution

We addressed these challenges by designing an interactive and immersive journey that simulates key aspects of a travel experience aboard a Cathay Pacific flight. From standout installations, gameplay, and interactive elements, we made engagement and social sharing a breeze for guests. In addition, we carved out a retail area, allowing us to connect guests with the brand experience through keepsakes and collectibles.

Execution

For three days, guests stepped into a Cathay Pacific brand world at Plaza Singapura, where they enjoyed highlights of a Cathay flight. The activation featured an entrance archway with cabin windows that peer out to the world of travel; a mock-up of the Aria Suite; a Jing Tea and Palmier tasting bar;gourmet in-flight dining interactive touch tables; in-flight entertainment displays, an interactive network map that highlights the airlines' flight connections and gamified activities offering prizes. The pop-up Cathay Shop also offered a glimpse of in-flight shopping, with exclusive brand merchandise to enhance brand love. We achieved a comprehensive "flight" experience through fun, shareable moments that grows the connection to the brand, products and services, and how it "Feels Good to Move".