Cathay Pacific transforms Aria Suite into work of art in new campaign

Cathay Pacific has unveiled a new campaign to celebrate the launch of its all-new business-class experience, the Aria Suite. 

Done in collaboration with Publicis Groupe Hong Kong, the campaign, titled “Where artistry takes flight”, highlights the state-of-the-art features that make Aria Suite the ultimate in comfort and privacy.  

Inspired by its human-centric designs, the campaign captures the spirit of taking a business class to an art form and challenges the world to see the Aria Suite less like another airline product, and more like a thoughtfully crafted work of art.  

This is the first time Cathay Pacific has branded its business-class product. With the Aria Suite’s unique sculptural form, ambient lighting, crafted textiles, the suite places the viewer at the centre of the Aria Suite experience - “now you can feel this artistry as you fly through the skies”. 

The launch film depicts a journey within the Aria Suite, from take-off to landing, emphasising the feeling that each feature evokes: adjustable warm lighting that feels like the sun; a sculptural, wrap-around design that creates the sensation of a private escape. 

The film also features a curated collection of ‘Gallery in the Skies’ artworks, depicted through painterly skies; grassy fields that echo the breathable sensation of rohi’s woven wool; while flowing fabrics capture the comfort and softness of the Aria Suite’s bedding. 

Kicking off with an exclusive launch event at HAECO Aircraft Hangar in Hong Kong earlier this month, celebrities, travel and lifestyle influencers, journalists and Cathay members gathered for a grand unveiling of the Aria Suite in a hangar space designed to mimic the suite’s warmth and effortless elegance. 

Artworks were displayed in an industrial hangar – this ‘Gallery in the Skies’ featured artists who share a deep connection with Hong Kong. Out-of-home billboards will soon bring this gallery experience to the world. 

Edward Bell, Cathay’s general manager, brand, insights and marketing communications, says: “The Aria Suite takes Cathay Pacific’s already exceptional business class experience to the next level, so we needed a campaign that captures the artistry of its design, immersing the audience in different sensorial worlds inspired by the suite itself.” 

“The Aria Suite is your private hideaway in the sky – a place to relax in quiet, comfortable luxury, where every detail has been carefully considered to elevate your experience on board,” says Vivian Lo, Cathay Pacific’s general manager, customer experience and design. 

Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, explains: “Cathay Pacific is elevating the craft in Business class, so we set out to craft a campaign that is worthy of the Aria Suite’s impeccable design and artistry.” 

“Every evocative scene, every crafted detail, captures the warmth and tactility of the Aria Suite’s distinctive and mindful design, curves and texture. Even the music is an original piece designed to make you feel the suite’s timeless humanity, but with a modern beat,” he added.

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