Hong Kong – Cathay has teamed up with Leo Hong Kong to launch ‘Unpack Your 2025’, a personalised digital experience that allows members to revisit their travel and lifestyle highlights as the year comes to an end.
The campaign offers a customised experience that recaps members’ journeys throughout the year, providing a digital memento of places visited, distances travelled, Asia Miles earned, and dining and shopping experiences enjoyed.
Drawing on complex data from Cathay Pacific flights and its lifestyle ecosystem, ‘Unpack Your 2025’ covers all Cathay Pacific destinations and chronological travel data, with design elements tailored to each membership tier.
The experience also incorporates Cathay’s heritage and its ‘Move Beyond’ spirit, bringing travel luggage to life in a playful, interactive journey. Hidden Easter eggs include the airline’s retro classic bowling bag and a Rugby Sevens sports bag, along with nods to Cathay’s iconic lounges. Members can further personalise the experience by selecting their own soundtrack for the year.
AI played a central role in creating the experience, processing complex data points and choreographing visual elements, while human direction ensured the final look and feel remained unmistakably Cathay.
Vivian Lo, director of customer lifestyle at Cathay, said, “Our members are at the heart of everything we do. 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.”
‘Unpack Your 2025’ also features bite-sized video highlights and year-in-review summaries optimised for social media, alongside personalised digital boarding passes reflecting each member’s tier status, offering a fully tailored recap of their year.
Stratos Efstathiou, head of art & design at Publicis Groupe Hong Kong, explained, “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,” he added.
