Singapore – Cathay Pacific has taken off with its first multi-country Connected TV (CTV) campaign in partnership with Samsung Ads, spotlighting The Aria Suite as the height of business class luxury for affluent, travel-ready households.
Created by Publicis, the campaign delivered an immersive home-screen takeover on Samsung TVs, reaching three million households globally within five weeks, half of which are high-income.
Edward Bell, general manager of Cathay Pacific, said,“Samsung Ads has proven that it can provide us with the scale and flexibility we need from a global CTV partner.”
With Samsung Ads commanding a 49.6% share of the global premium TV market, the airline secured direct access to as many as 1.5 million frequent business class travellers.
Jolene Sng, Singapore country lead and head of agencies for SEA Samsung Ads added, “Cathay Pacific is the first Hong Kong brand to run a CTV ad campaign on Samsung Ads, showcasing how the region is evolving its focus to achieve brand cut-through in streaming-centric nations.
To mirror the comfort of The Aria Suite, the creative leaned into a living-room aesthetic, positioning the cabin as the in-flight equivalent of a cosy night on the sofa.
“Placing the content front and centre on the biggest screen in the home delivered the impact we wanted for Cathay Pacific’s very first CTV campaign,” Sven Bally, partner and client lead at Publicis commented.
Ads were timed for evening viewing to meet busy professionals at their prime moment of relaxation, ensuring attention was captured as their content journey began.
The strategy lifts awareness of Cathay Pacific’s new business cabin across key routes including Sydney, Singapore, London, and Vancouver.
