Cathay Pacific BrandInsider

Cathay Pacific BrandInsider

Singapore Press Holdings Limited

Singapore, Singapore

Category Native Advertising

Overview of this campaign

Asia’s biggest international carrier, Cathay Pacific Airways’ marketing goals for 2016 were to build customer loyalty/relationship, raise brand awareness and drive both engagement and lead generation with Singapore’s audience.

While they have a global #LifeWellTravelled campaign, they wanted a platform to effectively push market-specific messages in SG, and reach the local audience.

SPH BrandInsider provides a well-placed solution, tapping on SPH’s vast network and credibility as a legacy publisher to provide relevant, informative content to readers. The year-long campaign - Cathay Pacific BrandInsider - let client work with a team of newsroom-trained content managers to create branded content beyond pushing product information. Addressing a Singaporean readership, the team created readable, lifestyle-driven pieces that entertained and informed.

Our 6-pronged content marketing approach:

1. Design: Customised microsite - in line with CX's branding - that is visually-driven with both rich media and videos

2. Develop:  Ideate, create, curate. We worked with the CX team to plan a year-long content calendar with fresh content written by the BI team; each writer backed by years of journalistic experience. We utilized that skill set and covered some of these by first-hand experience: flying with Cathay Pacific and going behind the scenes both in SG and HK where the carrier is based

3. Discover: Traffic to the microsite is native and discoverable as CX BI sits on with traffic drivers from the news platform's homepage

4. Distribute: The engaging site is mobile responsive and articles are amplified via various channels: SPH’s network ( and, ST's FB & Twitter pages, BI’s FB and audience targeting as value-add

5. Deliver: Always-on content marketing campaign that focuses on quality engagements

6. Data - Weekly reports on content and site's performance are shared with the client

Results for this campaign

Jimmy Lee, Marketing & Sales Manager, said: “We wanted a content hub that pulls together stories that inspire our customers to travel well, discover new destinations or even re-discovering familiar places for their future travels. BrandInsider helped us achieve that effectively, by driving customer engagement through Straits Times online portal and social media platform.” 

We delivered a variety of purposeful pieces that performed with an avg of 13k PVs and 4min dwell time per article - comparable to editorial content. 3 best performing articles with highest PVs:  27k - Behind the scenes of one of the world’s largest airline kitchens, 18k - Flying Solo, 20k - Behind the scenes with Cathay Pacific cabin crew. Other noteworthy articles with rich media includes: Guide to early 2017: Events around the world & Off the beaten track in Taiwan.

We also tapped into our own repository to curate highly relevant stories related to travelling and Cathay Pacific.

Data and reach: BrandInsider’s campaign manager tracks the performance of each piece of content together with the site’s performance and delivers weekly report to the client. This translates to an always-on content marketing campaign.

Traffic Driver Performance: In total, throughout the year-long campaign, traffic drivers served close to 59 million impressions and garnered 69k clicks. 75% of traffic drivers surpassed the ad benchmark.

BI Tactical Banners & Quicklinks Performance: Tactical banners such as IMU performed well with 0.41% CTR, exceeded industry benchmark of 0.27%. This was a successful lead generation for CX, driving readers to their website for more information on travel destinations and deals.


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