Cathay Pacific - Well Packed

Cathay Pacific - Well Packed

Many airlines around the world are looking to tap into a lucrative consumer demographic characterised by successful, mindful and driven young professionals who break with tradition to chart their own course through life and business.

This group is sometimes referred to as the Creative Class or even Young Urban Creatives (Yuccies) They are highachievers who travel frequently for work, but nevertheless desire authenticity and wellness in each travel experience.

Reaching out to this group, Cathay Pacific has partnered with a digital magazine called Furthermore to create a content hub called Well-Packed . The Well- Packed content hub is “presented by Cathay Pacific” and lives in its own subsection of the Furthermore website, which is already popular with this target group. It is designed to guide and inspire the contemporary and mindful traveller. The content offered here is a mix of articles and beautifully-captured videos; featuring Cathay Pacific branding or influence, highlighting real people and places, plus giving expert tips on how to integrate wellness with world travel.

So far the hub features an introductory video , which follows three young entrepreneurs as they seek inspiration for their creative businesses while keeping fit in the Far East, interviews with the same characters, an article called “The Jet Lag Bible” and skincare advice from Cathay Pacific flight attendants.

According to a press release announcing Well-Packed, more inspiring content will follow throughout the year, including the training regimens of Shaolin monks, an extreme travel guide and ‘bleisure’ (business meets leisure) trip itineraries.