CATHAY PACIFIC - THE SOUNDS OF TRAVELLING WELL
Travel is a sensory experience, with what you see forming a key part of it. This in part explains the emphasis most airlines now place on the photo-sharing network Instagram. But so do other senses, such as sound. What sound do you associate with a destination, or with the journey of getting there? That thought forms the basis of Cathay Pacific’s latest campaign, “The Sounds of Travelling Well.”
10
Developed by advertising agency McCann Worldwide, the “Sounds of Travelling Well” is a track put together from thousands of individual sounds, ranging from a seat-belt fastening, to busy roads in Asian cities. Why a song? According to the airline, “through sound, memories and feelings can be just as strongly invoked (as in sight). This is why we crafted a song unlike any other. A song made from the many sounds we experience on a journey.”
