B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • WPP
  • Anthony Albanese
  • AI
  • NRL
  • Thinkerbell
  • Channel 10
  • EssenceMediaCom
  • State of Origin
  • News Corp
  • Cairns Hatchlings
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Cathay Pacific Launches ‘Resident Of The World’ Campaign To Bring Travel Content To The Masses
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Cathay Pacific Launches ‘Resident Of The World’ Campaign To Bring Travel Content To The Masses
AdvertisingMarketing

Cathay Pacific Launches ‘Resident Of The World’ Campaign To Bring Travel Content To The Masses

Staff Writers
Published on: 25th May 2016 at 12:12 PM
Staff Writers
Share
3 Min Read
Mong Kok, Hong Kong
SHARE

The Australian marketing team at Cathay Pacific Airways has launched a world-first for the leading airline with a new travel and lifestyle site “Resident of the World” that brings together travel content from a range of travel publications, to bloggers, savvy locals and even Cathay Pacific crew.

Resident of the World is the second phase in Cathay Pacific’s Life Well Travelled campaign which launched last year and all the content curated on the site has been chosen to reflect the airline’s brand values of ensuring all passengers travel well.

“For over 70 years we’ve been perfecting how our passengers travel to and from destinations. But what you do once you arrive is just as important to us which is what inspired Resident of the World,” said Shannon Davis, marketing communications manager, Cathay Pacific Airways Australia.

“While there are already a lot of great travel sites and blogs around, we wanted to bring together the best of these into one aggregated site and give Australian travellers a go-to place to discover destinations and be in the know before they hop on the plane.

“They’ll find all the information and inspiration they need in one place from credible sources such as Business Insider, Melting Butter, Zanita, Concrete Playground, The Vine and many more.”

The beautifully designed, easy to navigate site will host content on topics including eat and drink; explore; art and design; outdoors; stay and en route. The content remains hosted on the publishers’ sites, driving traffic from the airline’s customers.

Cathay Pacific will launch the site with a competition in search of three “Cathay Correspondents” – a writer, photographer and content producer who will spend five days in fabulous mystery destination and report for Resident of the World.

For full details of the competition, see www.residentoftheworld.com.au/cathay-correspondent.

The launch will also be supported by a number other marketing activities including paid display ads, advertising on LinkedIn, paid search, Outbrain as well as canvas ads, link ads and carousel ads on Facebook.

Cathay Pacific will be on the look-out for great content to share with travellers and welcomes submissions from publishers, writers, short film makers, Instagrammers, bloggers and other creators.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Sydney, Disparity, Specsavers, YouTube
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Seven West Media’s Sales Boss Henry Tajer To Step Down
16/06/2025
ID Collective Opens Business With Blunt By Adding The Umbrella Brand To Its Agency Portfolio
16/06/2025
Criteo Reveals ‘For The Love Of Commerce’, “To Shape & Improve The AI-Driven Commerce Experience”
16/06/2025
Inside Selena Gomez’s Purpose-Driven Beauty Empire: Rare Beauty CPO Goes Beyond Gloss At Vogue Codes
16/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?