Trouble in The Office

It's easy to turn a campaign for an airline really really boring. Think blue skies, jet flying over an ocean, the company logo on the plane tail, flight attendants in uniform... zzz zzz zzz. The elements may automatically spell a-i-r-l-i-n-e to the viewer's head, however the danger is that brand differentiation sums up to a big fat zero. The campaign fails in my book.


Then something like the Cathay Pacific''s "Little Things That Move You" comes along. It doesn't go straight to number of destinations or the usual selling points, but it explores the "little things." It tries to say is that these little things add up to make one big deal --- an unforgettable experience.


Unfortunately I have never flown Cathay Pacific so I can't vouch for the ad's claims hahah. But the campaign's a fresh approach to marketing an airline company.