Cathay Pacific takes luxury to your living room with first global CTV campaign

October 1 2025, 6:48 am | BY Adam Shaw | No Comments
Cathay Pacific takes luxury to your living room with first global CTV campaign

Cathay Pacific has delivered its first multi-country Connected TV (CTV) ad campaign in partnership with Samsung Ads, positioning The Aria Suite as the pinnacle of business class luxury in high-income, travel-ready households at scale.

 

The immersive home screen takeover, created by Publicis, ensured the airline’s Connected TV advertising campaign reached three million households globally via Samsung TVs, half of which are high-income.

With 49.6% share of the global premium TV market, Samsung Ads provided Cathay Pacific with the foundations to achieve maximum reach among high-value audiences, including up to 1.5 million business class travellers.

The campaign’s creative leaned into its relaxing living room placement. The ads, which were only shown during the evening to coincide with busy professionals’ down-time, focused on the Aria Suite’s unique ability to recreate a cosy night on the couch in the sky.

By capturing target viewers’ attention at the start of their content journey, the campaign delivered broad awareness of the all-new business cabin across key flight routes, including Sydney, Singapore, London and Vancouver.

Edward Bell, General Manager, Cathay Pacific, said: “Samsung Ads has proven that it can provide us with the scale and flexibility we need from a global CTV partner. It was vital we reached a broad audience with our Aria Suite campaign, but without compromising on our desired high-income demographic. Samsung delivered on both counts.”

Sven Bally, Partner, Client Lead, Publicis, said: “The Aria Suite offers hotel-level luxury on long-haul flights so we developed an immersive creative in a relaxed setting that would bring that comfort to life. Placing the content front and centre on the biggest screen in the home delivered the impact we wanted for Cathay Pacific’s very first CTV campaign.”

Jolene Sng, Singapore Country Lead and Head of Agencies SEA, Samsung Ads, added: “The CTV Campaign reached three million households in five weeks – around half of which are high-income and the ideal target audience for Cathay’s luxury Aria Suite. Cathay Pacific is the first Hong Kong brand to run a CTV ad campaign on Samsung Ads, showcasing how the region is evolving its focus to achieve brand cut-through in streaming-centric nations.