Cathay invites you to ‘Unpack Your 2025’, in collaboration with Leo Hong Kong

Cathay is inviting its members to relive the magic of their travel and lifestyle experiences with ‘Unpack Your 2025’ – a personalised digital experience designed exclusively for Cathay members.

 

Created in partnership with Leo Hong Kong, each customised experience reminds people of the memories they’ve made throughout the year together with Cathay, creating an annual year-end memento of places visited, distance travelled, Asia Miles earned, as well as dining and shopping experiences enjoyed along the way. 

 

“Our members are at the heart of everything we do,” explains Vivian Lo, Director Customer Lifestyle at Cathay. Cathay “Unpack Your 2025” is more than a campaign; it’s a celebration of our members’ journeys and experiences with us. By combining creativity with data, we’ve created something personal and shareable in pursuit of becoming our customers’ most loved service brand.”

 

Drawing on complex data from Cathay Pacific flights and Cathay’s lifestyle ecosystem, ‘Unpack Your 2025’ covers all Cathay Pacific destinations, chronological travel data, and design elements tailored to each membership tier. 

 

With nods to Cathay’s heritage, the experience is inspired by Cathay’s ‘Move Beyond’ spirit where Cathay travel luggage comes to life, exploring the world with a playful curiosity. The journey contains hidden easter eggs like Cathay’s retro classic bowling bag, which joins as a travel companion; a Rugby Sevens sports bag can be spotted amongst the luggage; along with references to Cathay’s iconic and loved lounges. To customise the experience further, all members have the option to select their own music as the soundtrack to their year.

 

Stratos Efstathiou, Head of Art & Design at Publicis Groupe Hong Kong, says: “We can all relate to the nostalgic feeling of looking back at your travel memories. We wanted to create a personalised experience that captures this joy of reminiscing and the excitement of looking ahead – an experience that people will look forward to every year. Each customised video visualises the members’ own, unique travel story, making no one journey the same, told in a dreamlike way, while capturing the feelings of wanderlust and discovery.” 

 

AI’s role was critical in the creation of ‘Unpack Your 2025’: not only was it used to process complex data points but it is crucial to the choreography of each element, while also handling portions of the visual generation. Human oversight, direction and craft were equally key for the look and feel, which remain unmistakably Cathay.

 

Cathay ‘Unpack Your 2025’ includes bite-sized cutdowns and member’s year in review summary, optimised for sharing across social platforms, complete with personalised boarding passes designed to reflect each member’s tier status, further personalising their complete journey.