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Media and PR

Cathay Pacific Puts Social Influencers, Customers in Control of New Campaign

Samantha Shankman

Photo Credit: Cathay Pacific promotes its new #lifewelltraveled campaign on Instagram. Instagram / Cathay Pacific

Skift Take

Cathay Pacific's efforts to gain momentum for the #lifewelltraveled hashtag before aligning the brand more closely with it is a case study that other brands should watch in their efforts to introduce authentic, trustworthy campaigns.

Cathay Pacific recently launched a new social media campaign, but in a step of digital confidence it is putting the tone and direction of the campaign largely in the hands of influencers and customers. The social campaign is centered around the hashtag #lifewelltraveled. There are three phases to the campaign that Cathay Pacific executives created to lend authenticity to the largely Instagram movement. “Our strategy for the launch was to ensure the hashtag had authenticity and momentum before we star

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