A genre-bending
track captures the transformative power of a trip to Hong Kong
 

A genre-bending track captures the transformative power of a trip to Hong Kong 

Client:
Cathay Pacific 

Role:
Concept
Art direction

Client:
Cathay Pacific

Role:
Concept
Art direction

How can Hong Kong become a top-of-mind destination for North American travelers?   

How can Hong Kong become a top of mind destination for North American travelers?  

As Hong Kong’s flagship airline, Cathay Pacific's goal was to rebrand Hong Kong as a city of transformation.  

Between East and West, old and new, lush landscapes and dense skyscrapers, Hong Kong's appeal lies in its many juxtapositions.

To showcase this, we invited Sofi Tukker, a Grammy nominated EDM duo with the world's newest sound to find inspiration in Hong Kong's oldest art form, Cantonese Opera. Through soaking up the city and meeting Cantonese Opera singer Mitche Choi, they were inspired to create “CantoHouse” - a first-of-its-kind track that leverages the power of music to move travelers beyond the familiar. 

As Hong Kong’s flagship airline, Cathay Pacific's goal was to rebrand Hong Kong as a city of transformation.  

Between East and West, old and new, lush landscapes and dense skyscrapers, Hong Kong's appeal lies in its many juxtapositions that serve as endless inspiration.

To prove this, we invited Sofi Tukker, a Grammy nominated EDM duo with the world's newest sound to find inspiration in Hong Kong's oldest art form, Cantonese Opera. Through soaking up the city and meeting Cantonese Opera singer Mitche Choi, they were inspired to create “CantoHouse”* - a first-of-its-kind track that leverages the power of music to move travelers beyond the familiar.  

*Premix track available below. Project on hold due to Hong Kong's political situation and Covid. Plan was to release this as a Spotify single.

All media drivers will lead to a dedicated page on CathayPacific.com for data capture and retargeting.  

The track and content will be seeded across media partners like Pitchfork and housed on a dedicated page on CathayPacific.com, which includes an interactive map to allow travelers to walk in Sofi Tukker's footsteps. 

Influencer Activation

Influencer Activation

To reach more travelers, we'll send uninspired creators a 'Taster Pack' from Hong Kong by matching them with their 'opposites' in an IG live - 

Yoga influencer meets TaiChi Master;
Fashion influencer meets local designer;
BBQ Pitmaster meets Cantonese Chef.

Using Instagram Live to connect more creative types with their 'opposites' -

Yoga influencer meets TaiChi Master;
Fashion influencer meets local designer;
BBQ Pitmaster meets Cantonese Chef.

Retargeted Prerolls 

Retargeted Prerolls 

Retargeting with travel content that juxtaposes their one-dimensional view of the city. 

Serving travel based content to further showcase Hong Kong's multifaceted character

Retargeted Social 

Retargeted Socials