Melbourne, Australia — Social-first agency Kill Boring Dead (KBD) has launched its first campaign with Cathay Pacific, introducing a creator-led strategy designed to connect with younger travellers through TikTok-native content.
The campaign marks a move away from traditional airline advertising, instead putting real traveller experiences at the centre of the creative.
Built around the platform, “OMG, I’ve got to tell you about my flight,” the campaign is based on a simple insight: when people have an unexpectedly good flight experience, they immediately want to tell someone about it.
To bring the idea to life, Cathay Pacific and KBD worked with nano creators and real passengers to capture authentic reactions through TikTok-style formats, including FaceTime conversations, post-flight recaps, and direct-to-camera testimonials.
The campaign aims to help Cathay Pacific build stronger connections with a new generation of affluent travellers who increasingly favour authentic and relatable content over traditional brand messaging.
Marcus Willis, Co-Founder and CEO of Kill Boring Dead shared, “Airlines have spent decades telling people their flights are amazing. We wanted to do the opposite: build something that lets real Cathay Pacific travellers tell their own flight stories, in their own words, the way people actually share them on TikTok.”
“This is the kind of work we live for: brave, simple ideas that trust real people more than they trust polished advertising. That’s how brands actually move culture, not just buy attention in it,” Willis added.
Meanwhile, Kelly Arnison, Travel Marketing Manager for Oceania at Cathay Pacific said, “We know younger travellers are incredibly discerning when it comes to the content they engage with, particularly on platforms like TikTok.”
“KBD understood from the outset that this audience doesn’t want traditional airline advertising. They want to hear genuine experiences from real people in formats that feel honest, entertaining and relatable. The campaign captures the premium Cathay Pacific experience in a way that feels culturally relevant while staying true to our brand.”
Led by KBD’s Melbourne office, the campaign forms part of Cathay Pacific’s broader always-on paid social strategy across TikTok and Meta.
The campaign also marks KBD’s first work for Cathay Pacific since being appointed earlier this year following a competitive pitch process.
By putting travellers in the spotlight, Cathay Pacific is seeking to make its premium flying experience feel more culturally relevant and native to the platforms where audiences spend their time.
![[Creative Work] Cathay Pacific Anydoko](https://marketech-apac.com/wp-content/uploads/2026/07/Creative-Work-Cathay-Pacific-Anydoko.webp)
