Cathay Pacific celebrates 25 years of Asia Miles with new campaign

In celebration of the 25th anniversary of Asia Miles, Cathay Pacific has collaborated with Leo Burnett to unveil a new campaign titled "25 Years of Possibilities Unlocked" (25年 里賞無限可能).

Asia Miles is a loyalty and frequent-flyer programme launched by Cathay Pacific in 1999. The programme allows members to earn miles by making different purchases with co-branded credit cards or on partnered flights, hotels, dining, financial services, retail, and technology products and services.

Led by Taiwanese director Lo Ging-zim, the film cleverly weaves all the experience that people have redeemed throughout the years, taking viewers on a nostalgic journey paved by Asia Miles and inspire them on their continuous journey to unlock more possibilities. Inspired by real stories, the film depicts some of the most unforgettable moments that have been created via Asia Miles throughout the years.

Linda Wang, head of lifestyle marketing of Cathay Pacific Airways, said: “We are thrilled to celebrate the remarkable 25-year journey of elevating member’s everyday lives by making the most of Asia Miles and the lasting value it has brought to the lives of our members. Through this anniversary campaign, we aim to not only celebrate the past and inspire future adventures, but also express our heartfelt gratitude to our partners old and new, as well as our loyal members who have made reaching this milestone possible.”

Wang added, “To some extent, miles helped them unlock possibilities in their life. So, we decided to weave some of the tales into the video, carefully concealing the members' names, knowing that these could just as well be the stories of you or I.”

Halo Cheng, group creator director of Leo Burnett Hong Kong, said, “As a fan of Cathay myself, we realised that everyone has a deeper connection with Asia Miles. Each scenario aims to dig deeper into that bond and remind people what more you will unlock with Asia Miles.”

Despite the film, Cathay also prepared customers with 25 miles rewards including special surprises for three consecutive Fridays, namely the “Rewarding Fridays”, along with 22 exclusive limited-time offers from the airway’s global lifestyle partners.

The Rewarding Fridays include an exclusive immersive dinner at NAKED FLOWERS Hong Kong, shop-curated products and free seat tickets for Taipei, Bangkok, Singapore and Osaka.

Furthermore, Cathay has partnered up with several countries and regions, including Macao, Mainland China, Korea, Japan, Thailand, and four cities in Taiwan. The partnerships allow customers to earn miles by booking selected restaurants, making purchases in certain shops, and enjoying exclusive gifts. 

A spokesperson from Cathay told MARKETING-INTERACTIVE that this campaign has utilised promotion mediums including OOH, Digital, Social, eDM, etc. Despite Leo Burnett, the company also collaborates with Digitas and Prodigious to elevate this campaign. 

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