CATHAY PACIFIC BRINGS CAMPAIGN TO CANADA
By Adnews Staff
Hong Kong-based Cathay Pacific Airways launched a worldwide TV campaign last week that uses actual airline staff to promote itself as cosmopolitan, sophisticated and international, as well as graceful, caring and genuine. Print ads began in mid-September. In Canada, the print ads were introduced last week and the TV ads were launched on Chinese television stations. An English-language version will be introduced early next year. The print ads are branding ads that feature a brush stroke illustration and light copy messages. The campaign was created by McCann-Erickson of New York, while MacLaren-McCann's Vancouver office localized the ads for Canada and did the media buy.
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