Cathay invites members to revisit 2025 travels

Cathay has invited its members to relive the magic of their journeys with “Unpack your 2025” – a personalised digital experience created exclusively for them.

Created in partnership with Leo Hong Kong, each customised experience seeks to remind people of the memories they’ve made throughout the year together with Cathay, creating an annual year-end memento of places visited, distance travelled, Asia Miles earned, as well as dining and shopping experiences enjoyed along the way. 

Drawing on data from Cathay Pacific flights and Cathay’s lifestyle ecosystem, the experience covers all Cathay Pacific destinations, chronological travel data, and design elements tailored to each membership tier. 

With nods to Cathay’s heritage, the experience is inspired by Cathay’s "Move beyond" spirit, where Cathay travel luggage comes to life, exploring the world with a playful curiosity. The journey contains hidden Easter eggs, such as Cathay’s retro classic bowling bag, which serves as a travel companion; a Rugby Sevens sports bag can be spotted among the luggage, along with references to Cathay’s iconic and loved lounges. To customise the experience further, all members have the option to select their own music as the soundtrack to their year. 

According to Cathay, AI has played a crucial role in creating the experience. It has processed complex data points and contributed to the choreography of each element, as well as handling portions of the visual generation. Human oversight, direction, and craftsmanship are also essential to ensure the look and feel remained distinctively Cathay.

Cathay "Unpack your 2025’ includes bite-sized cutdowns and members’ year in review summary, optimised for sharing across social platforms, complete with personalised boarding passes designed to reflect each member’s tier status, further personalising their complete journey.

Vivian Lo, director customer lifestyle at Cathay, said: “Our members are at the heart of everything we do. Cathay ‘Unpack your 2025’ is more than a campaign; it’s a celebration of our members’ journeys and experiences with us. By combining creativity with data, we’ve created something personal and shareable in pursuit of becoming our customers’ most loved service brand.”

Stratos Efstathiou, head of art and design at Publicis Groupe Hong Kong, said: “We can all relate to the nostalgic feeling of looking back at your travel memories. We wanted to create a personalised experience that captures this joy of reminiscing and the excitement of looking ahead – an experience that people will look forward to every year.”

“Each customised video visualises the members’ own, unique travel story, making no one journey the same, told in a dreamlike way, while capturing the feelings of wanderlust and discovery,” he added.

MARKETING-INTERACTIVE has reached out to Cathay for more information. 

Don’t miss: Cathay and Siobhan Haughey highlight ‘Every move counts’ philosophy

Back in November, Cathay released a series of videos on social media featuring its ambassador swimmer Siobhan Haughey, demonstrating how she embodies the brand's belief that "every move counts”.

Also known as "Every move counts", the campaign coincided with the National Games of China, where Haughey competed and won two gold medals. Meanwhile, since 2024, Cathay has been collaborating with Haughey as its brand ambassador, accompanying her on her journey toward excellence and connecting with each passenger as they soar forward together.

Related articles:

Cathay and Siobhan Haughey highlight ‘Every move counts’ philosophy
Cathay unveils multisensory experience at Kai Tak West Bridge
Cathay mulls buying back HK$6.96bn stake from Qatar Airways