Cathay Pacific - #OneDayOffline

Cathay Pacific - #OneDayOffline

As airlines around the word turn to digital and go mobile, Cathay Pacific has taken a moment to reflect on the benefits of disconnecting.

In a new global campaign called #OneDayOffline , the airline suggests taking one day to enjoy travel off-the-grid.

Cathay found that most people spend, on average, six hours of their day on-line, and check their phone 150 times a day, 18% of social media users cannot go more than 2 hours without checking it, and 91% of us rely on smartphones when we travel. The airline suggests that life might be a little sweeter if we take time for bird watching, instead of Tweeting.

The campaign builds on Cathay Pacific’s new international brand campaign, Life Well Travelled, which suggests that travelling well is essential to living well, and hopes to inspire more genuine, meaningful and memorable moments along the journey.

The #OneDayOffline campaign was promoted on-line , encouraging participants to share what they would do with their time off, and peppered with affirmations like: “I’m going to talk, not text,” “I’m going to stroll, not scroll,” and “I’m going to find something to love, not Like.”

Vlogger and independent filmmaker DevinSupertramp, who has over three million subscribers on YouTube, took Cathay up on the challenge and recorded a video of his #OneDayOffline Bali Roadtrip experience and encouraged others to try taking a day off.

The airline also took an analogue approach to promote the initiative by handing out notebooks at its lounges in which travellers can document their journey the old-fashioned way: with pen and paper.