Cathay Pacific USA - Passport to Asia

Cathay Pacific USA - Passport to Asia

Cathay Pacific USA partnered with travel community Passion Passport to send nine of its community members on a journey to explore Southeast Asia from 16 to 25 February 2016, with the aim of encouraging travel.

The nine individuals selected have been sharing their adventures as they participate in tailored workshops, excursions and cultural experiences with a unique “Passport to Asia” adventure.

Participants were selected through a competitive application process, and arrived in Hong Kong on Cathay Pacific flights from cities around the world, including New York, Sydney and London. They were joined by creative professionals and Instagram influencers Pei Ketron and Neil Shea who served as mentors and guides throughout the trip. The group spent five days exploring Hong Kong, familiarising themselves with the local culture, and sharing creative inspiration at mentor-led workshops. They later broke up into smaller groups, and flew to Siem Reap, Yangon, Bangkok and Delhi with Cathay Pacific Airways and sister airline Dragonair. Each group was responsible for designing their own itinerary for each location, following their own interests to discover the unique cultural and natural facets of the place.

They showcased the variety and textures of life in each community on the Passion Passport site.

The campaign is ‘on brand’ and links in with Cathay’s prime “Life Well Travelled” campaign. It also connects the airline to build links with an active and influential travel community online. Cathay Pacific tied the campaign together on Facebook, Twitter, and Instagram with the hashtag #Passport to Asia.