Creative Execution

By breaking down tourism metadata of 600,000 Australian travellers, we were able to assign each memory a key scent such as teahouses, flower markets, temples and spices, opening up infinite possibilities of fragrance combinations. Then collecting data from passengers’ social media, geo-location information, and using image recognition software we recreated an exact scent profile of the memories from their time in Hong Kong. By utilising PR and media, we created a whirlwind of hype that reached over 80% of the population. Throughout course of 4 months, we made 10,102 bespoke fragrances and distributed them on select flights and to lucky social media users, connecting Cathay and Hong Kong in the minds of all Australian travellers.

• 10,102 bottles of Hong Kong memory fragrances. • 82% media and PR reach of the Australian population. • User generated content reached 94% of the 2.6 million annual passengers on the route. • Over 500,000 unique social comments & interactions. • +17% response rate for our target audience. • The equivalent of every passenger on 1.407 Boeing 777’s interacting with our campaign.

The sense of smell can take you places faster than any airline. Cathay is Hong Kong’s flagship home airline, so we needed to show Australian travellers that only Cathay could deliver truly authentic Hong Kong experiences and memories. As Cathay Pacific had fallen off the consideration set, we needed a conversation starter that firmly connected Cathay Pacific and Hong Kong in the minds of Australian travellers.