Samsung HK and Cathay position new product as AI-enhanced travel phone

Samsung Hong Kong has partnered with Cathay Pacific to launch a co-branded campaign, positioning its new phone, Galaxy S24 series as an AI-enhanced travel phone.

Also known as "My AI-deal travel” (智在隨意飛), the campaign is done in collaboration with local creative agency No Two HK. It focuses on users' experience in utilising S24’s Galaxy AI throughout their ideal travel journeys. While the functions powered by Galaxy AI such as circle to search with Google, live translation and interpreter, can be used for travel, this partnership aims to position the Galaxy S24 series as the ultimate travel phone for consumers.

As part of the campaign, Samsung and Cathay have utilised social media platforms to showcase three videos featuring various application scenarios of the Galaxy S24 series, including photos-editing benefits powered by Galaxy AI, conversational benefits powered by Galaxy AI and circle-to-search benefits powered by Google. 

Several short case videos are also posted on Samsung’s social channels to enhance users’ understanding of the powerfulness of Galaxy AI technology.

Apart from above-the-line (ATL) channels, the campaign has also adopted an omnichannel experience to arouse seamless engagement with its target audience. This includes strategic tendcards, digital panels and digital signage in the Samsung experience store and all channel partners. It aims to reach a wider audience and maximise the impact of its developed content.

Moreover, bite-size social content is produced on Samsung's Instagram page to feature how S24 can enhance consumers’ travel experience with relevant functions and dedicated travel pack offered with Cathay Pacific's Asiamiles programme.

The strategic partnership between Samsung and Cathay Pacific for "My AI-Deal Travel" extends beyond a one-time collaboration. It involves CRM integration and plans for round two content development, which will showcase the broader potential of Galaxy AI in creating an ideal travel experience empowered by Cathay Pacific's services.

Don’t miss: Samsung releases 7 feature films highlighting Galaxy S24's new features

Recently,  Samsung has released a new campaign in tandem with the launch of the Galaxy S24 series, globally. The campaign is anchored with a series of seven films that aim to spotlight Galaxy S24's features. 

In one of the seven feature films, a family persuades a visitor to let their grandpa win a game of Janggi. In order to communicate with the visitor, they use Galaxy AI's ability to translate Korean messages to English in an instant.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

Related articles:

Samsung and Dr Strange take over the Exosphere ahead of Galaxy Unpacked
Samsung HK incorporates digital art in new sustainability push
Marriott International and Cathay strengthen partnership to offer enhanced travel benefits
Cathay injects humour and light-heartedness into CNY campaign