Publicis Groupe Hong Kong creates elegant campaign for Cathay Pacific’s new Aria Suite

Cathay Pacific has unveiled its new Business Class experience, the Aria Suite, alongside this campaign titled “Where Artistry Takes Flight,” created by Publicis Groupe Hong Kong. This initiative aims to enhance the travel experience by merging luxury with innovative design, showcasing the meticulous attention to detail in the suite’s features.

This is the first time Cathay Pacific has branded its Business class product, supported with a campaign that highlights the state-of-the-art features that make Aria Suite the ultimate in comfort and privacy. “Where artistry takes flight” captures the spirit of taking Business class to an artform. Inspired by its human-centric designs, the campaign challenges the world to see the Aria Suite less like another airline product, and more like a thoughtfully crafted work of art. With the Aria Suite’s unique sculptural form, ambient lighting, crafted textiles, all thoughtfully designed, it places the viewer at the centre of the Aria Suite experience: now you can feel this artistry as you fly through the skies.

The launch film depicts a journey within the Aria Suite, from take-off to landing, emphasising the feeling that each feature evokes: adjustable warm lighting that feels like the sun; a sculptural, wrap-around design that creates the sensation of a private escape; a curated collection of ‘Gallery in the Skies’ artworks, depicted through painterly skies; grassy fields that echo the breathable sensation of rohi’s woven wool; while flowing fabrics capture the comfort and softness of the Aria Suite’s bedding.

Edward Bell, Cathay’s General Manager, Brand, Insights and Marketing Communications, says: “The Aria Suite takes Cathay Pacific’s already exceptional Business class experience to the next level, so we needed a campaign that captures the artistry of its design, immersing the audience in different sensorial worlds inspired by the suite itself.”

Christopher Lee, Chief Creative Officer at Publicis Groupe Hong Kong, said: “Cathay Pacific is elevating the craft in Business class, so we set out to craft a campaign that is worthy of the Aria Suite’s impeccable design and artistry. Every evocative scene, every crafted detail, captures the warmth and tactility of the Aria Suite’s distinctive and mindful design, curves and texture. Even the music is an original piece designed to make you feel the suite’s timeless humanity, but with a modern beat.”

“The Aria Suite is your private hideaway in the sky – a place to relax in quiet, comfortable luxury, where every detail has been carefully considered to elevate your experience on board,” says Vivian Lo, Cathay Pacific’s General Manager, Customer Experience & Design.

Cathay Pacific’s newly designed Boeing 777-300ER cabins will be progressively introduced starting from this month. In addition to the new Business class experience, Premium Economy and Economy cabins have also been carefully redesigned for maximum comfort, with meticulous attention to every detail.

Kicking off with an exclusive launch event at HAECO Aircraft Hangar in Hong Kong earlier this month, celebrities, travel and lifestyle influencers, journalists and valued Cathay members gathered for a grand unveiling of the Aria Suite in a hangar space designed to mimic the suite’s warmth and effortless elegance. Artworks were displayed in an industrial hangar – this ‘Gallery in the Skies’ featured artists who share a deep connection with Hong Kong, whose pieces transport you to another world. Out-of-home billboards will soon bring this gallery experience to the world.

Credits
Client: Cathay Pacific
General Manager, Brand, Insights and Marketing Communications: Edward Bell
Head of Marketing Communications: Vivian Chan
Marketing Manager, Global: Anthony Wu
Assistant Marketing Manager, Global: Maria Ng
Assistant Marketing Manager, Global: Jessica Siu
Marketing Specialist, Global: Simba Leung
Marketing Manager, HK: Fiona Tang
Assistant Marketing Manager, HK: Catherine Kwan
Marketing Specialist, HK: Parco Leung
Marketing Manager, Event: Angel Wong
Assistant Marketing Manager, Event: Esther Guevara
Assistant Marketing Manager, Event: Rachel Cheng
Event Specialist: Adam Chow
Event Specialist: Christy Chak
Creative Agency: Publicis Groupe Hong Kong
Chief Creative Officer, Leo Burnett HK: Christopher Lee
Creative Director, Leo Burnett HK: Stratos Efstathiou
Creative Director, Leo Burnett HK: Helen Yuen
Associate Creative Director, Leo Burnett HK: Tim Lee
Senior Art Director, Leo Burnett HK: Sam Wong
Senior Copywriter, Leo Burnett HK: Alison Ho
Managing Partner, Leo Burnett HK: Dennis Yeung
Business Director, Leo Burnett HK: Kenneth Poon
Senior Account Director, Leo Burnett HK: Kale Ng
Associate Account Director, Leo Burnett HK: Holie Ko
Senior Account Manager, Leo Burnett HK: Tiffany Chan
Account Manager, Leo Burnett HK: Stephanie Chu
Account Manager, Leo Burnett HK: Bella Yiu
Chief Strategy Officer, Leo Burnett HK: Martin Smith
Strategy Director, Leo Burnett HK: Garron Chiu
Agency Producer, Prodigious: Armelle Sudron
General Manager & Executive Creative Office, MSL & Luminous: Miuson Chi
Event Director, Luminous: Kaman Yeung
Senior Event Manager, Luminous: Vic Wong
Event Manager, Luminous: Hannah Chan
Event Producer, Luminous: Yoyo Yan
Director, MSL: Jojo Choi
Creative Director, MSL: Lok Lai
Senior Consultant, MSL: Charles Liu
Associate, MSL: Phoebe Ng
Senior Art Director, MSL: Mandi Cheuk
Senior Art Director, MSL: Hilary Yuen
Senior Associate, MSL: Christie Lee
Account Director, Digitas HK: Rebecca Ng
Digital Manager, Digitas HK: Bernice Poon
Digital Specialist, Digitas HK: Alex Fung
Digital Specialist, Digitas HK: Charlene Kwok
Digital Executive, Digitas HK: Howard Huang
Digital Executive, Digitas HK: Ennius Ng
Director: Alan Masferrer
Production House: Hamlet