Cleared for Takeoff: Cathay Pacific’s Campaign Success with Crimtan

Cathay Pacific Airways, Hong Kong’s flagship carrier, is renowned for its modern fleet and commitment to providing a world-class travel experience. Operating globally across over 190 destinations, the airline has built a reputation for quality and innovation. As the world emerged from the pandemic, Cathay Pacific sought to re-establish its market position, ensuring that both returning and new customers chose their services for seamless and personalised journeys.

With Crimtan’s Smarter Connected Advertising approach, Cathay Pacific leveraged advanced data and Dynamic Creative Optimisation (DCO) in the campaign strategy.

The Challenge: Rebuilding Momentum in a Post-Pandemic World

As global travel resumed after the Covid-19 pandemic, Cathay Pacific faced a highly competitive market. With travel demand surging, the airline needed to re-establish itself as a top choice for loyal customers and new travellers. The challenge was multifaceted: reasserting its brand in a crowded space, driving new customer acquisition for key destinations, and achieving ambitious ROI goals in a cost-sensitive environment. 

Personalised Messaging with Dynamic Creative Optimisation

Crimtan implemented a Dynamic Creative Optimisation (DCO) strategy to cater to Cathay Pacific’s diverse audience. Using a single creative template, 192 unique banner ads were developed to reflect specific destinations, cabin classes, and promotional messages. These ads were customised in two languages for regional relevance. This personalised approach enabled Cathay Pacific to deliver engaging messages to prospective travellers, increasing interaction and conversion.

Targeted Engagement and Real-Time Optimisation for Maximum Impact

The campaign used data signals such as travel behaviours, origin cities, and destination preferences to target high-potential travellers. Real-time optimisation was key, as campaign parameters—such as route, revenue, and cabin class—were adjusted dynamically. This agile approach ensured that Cathay Pacific’s marketing efforts remained aligned with customer interests, maximising both reach and ROI.

Incremental Testing for Performance Validation

Crimtan conducted incremental testing over four weeks to assess the campaign’s performance. This testing quantified the additional revenue generated and provided insights into the impact of various strategies. By continuously adjusting based on real-time data, Crimtan ensured the campaign delivered optimal results, providing measurable value throughout its duration.

Ready for Takeoff? Launch Smarter Campaigns with Crimtan Today

To learn more about how Cathay Pacific propelled its’ marketing strategies to maximise ROI and customer engagement, download the full success story here. Alternatively, contact us for a consultation and discover how we can help your brand chart a smarter strategy to achieve your continued growth.