CATHAY PACIFIC - EXPERIENCE THE LIFE OF A PILOT It’s now common for major airlines to profile staff, in particular pilots, on social media through short films. The aim is threefold. It’s a good way to get brand messages across and to showcase the airline, it humanises the brand, and it’s a good recruitment tool. One example is Cathay Pacific, which has been doing staff videos for a number of years. For example, in 2012 it ran a “day in the life” series, which netted a good amount of views. The day in the life of a pilot video received 800k views, while day in the life of a flight
43 |
Airline Marketing Monthly - August 2018
attendant has almost a million views. While not a sequel as such, Cathay Pacific came out with a “Experience the Life of a Pilot” video in July. While the 2012 pilot was a Western expat, the two pilots in the latest video are local, and largely speak in Chinese (with subtitles) on the video. “Ron” (we’re not told his last name) a B-777 pilot trainer talks viewers through the preparations prior to a Hong-Kong to Tokyo flight. As well as being narrated in Chinese as opposed to English, it’s different in style to the 2012 films.
