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 over half a million high-income, travel-ready households across Australia.
The immersive home screen takeover, created by Publicis, ensured the airline’s CTV advertising campaign reached almost a million households across Australia, half of which are affluent. By reaching business class travellers on the home screen, Cathay Pacific captured target viewers’ attention at the start of their content journey, resulting in broad awareness of the all-new business cabin across key flight routes, including Sydney, Singapore, London and Vancouver.
With 45 per cent share of the Australian premium TV market and half of Samsung Smart TV households categorised as high income In Australia, Samsung Ads provided Cathay Pacific with the foundations to achieve maximum reach among high-value audiences.
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.
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, commented, “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.”
Alex Spurzem, managing director, Samsung Ads Southeast Asia and Oceania (SEAO), added, “Reaching a million Aussie households across five weeks—half of which are high-income—reinforces that Samsung TV households earn more and spend more.
“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.”
