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IAB HK Digital Awards 2024: Best Use of Performance Marketing - GOLD (Cathay Pacific Media-Active Ecology)

 

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Campaign: Cathay Pacific Media-Active Ecology

Brand: Cathay Pacific

Agency: Digitas Hong Kong

 

Challenges & Objectives

Post-pandemic, Cathay saw a drop in bookings, increased competition, and a shift in APAC travelers' behavior, as they became less brand-loyal and preferred more flexible travel options.

 

Insight and Strategy

  • Launched Cathay Media-Active Ecology, a real-time adaptive media strategy combining:
    • 1st-party data (CRM, website, paid media).
    • 2nd-party data (Media & Metasearch travel data).
    • 3rd-party data (market trends, seasonal factors).
  • Focused on personalization to enhance engagement, leveraging AI-driven insights for tailored messaging.
  • Ensured brand presence throughout the traveller’s decision-making journey.

 

Execution

  • Programmatic & Social Ads: Dynamic Creative Optimization (DCO) for personalized ads based on user behavior.
  • Dynamic Search (SEO/SEM): Real-time query analysis for optimized ad copy and landing pages.
  • Personalized Booking Pages: Customized based on browsing history (powered by PROS).
  • Centralized Data Hub: Unified real-time analytics for agile adjustments and trend capitalization.

 

Innovation

1. Advanced Data Integration

  • Combined 1st, 2nd, and 3rd-party data for a 360° customer view, enabling hyper-personalized segmentation.

2. Personalized Booking Journey

  • Aims to create a seamless booking experience while keeping Cathay Pacific top-of-mind during travel research.

  • Uses data + dynamic creatives to enhance engagement.

  • Drives higher look-to-book ratio through personalization.

3. AI-Powered Real-Time Analytics 

  • Gen-AI dashboard provides high-level insights & optimization recommendations.

  • Enables rapid, data-driven decisions across regions & channels.

  • Reduces human error and improves campaign agility.

4. Adzymic: Pioneering Customization with Tailored Destinations, Innovative Search and Real-Time Pricing

  • Differentiates through data-driven personalization at scale.

  • Interactive display banners feature real-time flight search (pre-website click).

  • Blends eye-catching creatives with functionality to boost travel intent.

5. Cape’s AI-drive Creative Adaptation by One-Clicke

  • Automates time-consuming tasks (resizing, translations, tactical offers).

  • Saves time & costs while maintaining creative quality.

  • Syncs with real-time data to deliver up-to-date, relevant ads.

 

Results

  • Result from focusing on in-market travelers with lower brand loyalty.
    • Flight Ticket Bookings (YOY): +15% 
    • Click to Booking Engine Step 1: +298%
    • Average Transaction Value (YOY): +18%
    • Creative Cost Saving up to 89%