Retro Marketing Cathay Pacific Style

Retro Marketing Cathay Pacific Style
SHARE
THIS



When Cathay Pacific launched in Sydney some 40 years ago, it drew a glamourous crowd.

From the likes of then Aussie cricketer Dennis Lillee to a plethora of pop stars, flight attendants, pilots and even adland pro, Leo Schofield was among the mix.

The thought may be that brands partnering with pop stars and creating experiential events to bring the brand to life and create opportunities to engage directly with the public is all very new, but back in 1974 when Cathay Pacific Airways was getting ready to launch the first of its three-times weekly non-stop service between Sydney and Hong Kong, the airline did it all.

In the lead up to the first flight on October 21 that year, the airline enlisted a group of its own pilots and flight attendants to tour Australia with Cantonese pop star and actress Frances Yip and, curiously, a 22-man Gurkha pipe band.  The promotion began in Perth and travelled to Adelaide, Melbourne, Hobart, Canberra and Brisbane, before arriving in Sydney.

The Sydney Morning Herald - Wed September 4 1974 - smaller

Earlier that year Frances Yip had recorded a Cathay Pacific branded album ‘Discovery’ featuring the title track, a song about flying with the airline, and had others tracks about destinations on the network with Australia represented by “Waltzing Matilda”.

They were all part of a Cathay Pacific show in which Frances sang, the flight attendants took part in fashion shows wearing their national costumes and the British and Australian pilots spoke reassuringly about working with the ‘oriental’ airline.

Leo Schofield was then the copywriter for the advertising campaign and says 40 years ago, it was important to talk up the credentials of flight crew.

“Australians were used to flying with Qantas or British Airways, so we wanted to reassure them that Cathay Pacific pilots were just as reliable and skilful in the cockpit, and had attentive flight attendants as well, so we wrote the line – ‘You’ll fly with people who care – experienced Australian and British pilots and flight engineers, charming Asian hostesses,’” he says.

Francis Yip Discovery

While they were in Sydney in preparation for the first flight from Sydney to Hong Kong, the flight attendants and pilots worked hard.  Along with the promotional tour, fashion shoots and interviews, they were photographed and filmed for the airline’s advertising campaign.

Australian Captain Hal Dyball who is now retired was one of the pilots whose face was consistently seen in newspaper advertisements, on posters and TV and cinema ads.

“In those days, I couldn’t go to the movies without seeing myself on the big screen,” he laughs.  “I not only appeared in the filmed ads, but also saw my face on posters on the windows of travel agents all over Sydney.”

Meanwhile in Hong Kong, promotion of the new Sydney service included Australian fashion parades and cricket clinics taught by none other than Dennis Lillee and Rodney Marsh.

New_CATHAY1

The inaugural Hong Kong-Sydney flight included leading dignitaries of the day as well as a number of journalists, and similarly the return flight from Sydney (crewed by, then, First Officer Hal Dyball and others from the promotional tour) included journalists and the Daly-Wilson Big Band booked to continue the celebrations in Hong Kong.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]