The New Business Class Campaign
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Print campaign for Cathay Pacific's new Business Class.
The new Business Class is now the world's best Business Class 
Cathay Pacific Airways
Voted 2012 Skytrax's World's Best Business Class
A new Business Class deserves a new print look. We enlisted the talent of award-winning photographer Pete Seaward and created print ads with a minimalist feel that let consumers focus on the seat – much like they would on a beautiful piece of design. We wanted to do justice to the product, leveraging its fantastic design by treating it like a piece of design instead of just another Business Class seat.
We created a revolutionary digital experience centered around a dedicated website and iPad application that brough the seat guide to life in an entirely new, fully interactive manner.
And we created a brand new TV campaign featuring all of the key features through a 'Bond' theme, embedding the features into the core of the storyline.
The campaign was one of the airline's most successful product launch to date.