The #TillWeFlyAgain campaign by Cathay Pacific, launched in China during April 2020, addresses the travel industry's unprecedented disruption amid global lockdowns. The campaign’s core proposition centers on sustaining the emotional connection between travelers and the world’s wonders, despite physical restrictions on movement. By encouraging audiences to "let your imagination take flight" and explore global destinations from the comfort of home, the brand positions itself as a facilitator of escapism and hope, maintaining a promise of eventual reunion with the broader world.
Strategically, the campaign leverages the prevailing sentiment of longing and uncertainty caused by the pandemic, targeting an audience grounded physically at home yet mentally inclined to dream of future travel. The creative narrative adopts a reflective, imaginative tone that aligns with evolving consumer behaviors — where physical travel was paused, but psychological and emotional journeys became paramount. The use of digital media suits the homebound context, providing an accessible platform for engagement. Combining local language and culturally resonant messaging helps deepen audience connection in the Chinese market. This approach shifts from direct service promotion to fostering brand affinity through empathy and shared experience, thereby preserving consumer interest during a low-travel period and positioning Cathay Pacific favorably for recovery once conditions improve.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it uses symbolic imagery and metaphorical language to express the brand’s core benefit—flight and exploration—even while grounded due to pandemic restrictions. The line “let your imagination take flight” and the idea of finding “wonders of the world in every corner, from the comforts of home” suggest that Cathay Pacific isn’t literally showing air travel, but is instead conjuring the uplifting experience their service represents. The campaign replaces direct demonstration and story-driven resolution with symbolic visualizations that creatively evoke the emotional benefit of travel, aligning strongly with this format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Air China – Market Positioning
As China’s flag carrier, Air China leverages extensive domestic and international networks, emphasizing reliability and a strong government-backed presence. The airline positions itself as a premium service provider within China, focusing on safety, connectivity, and cultural integration, targeting both business and leisure travelers seeking value combined with quality in the Asia-Pacific region and beyond.
2. China Eastern Airlines – Market Positioning
China Eastern Airlines focuses on broad market appeal combining affordability with comprehensive route coverage, especially across domestic and regional travel. It markets itself as a reliable and accessible carrier with a growing international footprint, emphasizing convenience, modern fleet, and enhanced customer experience to attract both budget-conscious and mid-tier travelers.
3. China Southern Airlines – Market Positioning
China Southern is positioned as a leading full-service carrier with strong domestic dominance and expanding international presence. It differentiates itself through a large route network, customer-centric service innovations, and competitive pricing, aiming to be the preferred airline for travelers seeking comfort, extensive choices, and connectivity within China and globally.
4. Singapore Airlines – Market Positioning
Singapore Airlines is globally recognized for luxury, exemplary service, and innovation, maintaining a premium market position. It targets discerning travelers by emphasizing comfort, cutting-edge technology, and exclusive in-flight experiences, positioning itself as a leading Asian airline catering to both business and luxury leisure segments on long-haul routes.
5. Emirates – Market Positioning
Emirates distinguishes itself through a global hub strategy centered in Dubai, offering high-end luxury coupled with extensive international connectivity. By combining state-of-the-art in-flight amenities, superior service standards, and a vast global network, Emirates appeals to premium travelers seeking indulgence and seamless worldwide access, often capturing long-haul transit passengers in Asia and beyond.
Q: What is #TillWeFlyAgain about?
A: #TillWeFlyAgain is a digital campaign launched by Cathay Pacific in China in 2020, created in partnership with Leo Burnett. Conceived during the height of global travel restrictions, the campaign invites audiences to let their imagination take flight and discover the wonders of the world from home. Through evocative storytelling and a single media asset, #TillWeFlyAgain sustains the emotional connection between travelers and the broader world, positioning Cathay Pacific as a brand that nurtures hope and anticipation for future journeys, even when physical travel is not possible.
Q: What creative device does #TillWeFlyAgain use?
A: #TillWeFlyAgain employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. The campaign uses symbolic imagery and metaphorical language to represent the uplifting experience of flight and exploration, even while audiences are grounded. Rather than showcasing literal travel, it conjures the emotional benefits of adventure and discovery through the line let your imagination take flight and visuals that evoke the spirit of travel, aligning closely with the symbolic approach defined in Clapboard’s classification system.
Q: What is the campaign proposition for #TillWeFlyAgain?
A: The campaign proposition for #TillWeFlyAgain centers on maintaining the emotional bond between travelers and the world’s wonders during a period of unprecedented disruption in the travel sector. Cathay Pacific addresses an audience confined at home but eager to dream of future journeys, positioning itself as a facilitator of escapism and hope. By encouraging viewers to explore global destinations imaginatively, the brand fosters empathy and shared experience, preserving consumer interest and reinforcing its promise of eventual reunion with the world once travel resumes.
Q: How does #TillWeFlyAgain rank in Clapboard's archive?
A: #TillWeFlyAgain holds a Clapboard Campaign Score of 67/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Cathay Pacific's category?
A: In the airline and travel sector, Cathay Pacific competes with Air China, which emphasizes reliability and a premium, government-backed presence; China Eastern Airlines, known for its affordability and broad route coverage appealing to both budget and mid-tier travelers; China Southern Airlines, which differentiates through domestic dominance, service innovation, and extensive connectivity; Singapore Airlines, globally recognized for luxury and exemplary service targeting discerning long-haul travelers; and Emirates, which leverages its Dubai hub to offer high-end amenities and seamless international access for premium and transit passengers.
ARCHIVE.webp)
