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

Mong Kok, Hong Kong
B&T Magazine
By B&T Magazine



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.




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