Cathay Pacific Airways has partnered with CNN International (CNNI) for a new campaign which attempts to capture the “spirit of a life well-travelled”.
The six-week campaign, called ‘The Trip That Changed My Life’, will see entrepreneurs share stories of how a journey has changed their career path.
Featured personalities include Montezuma Chocolate founder Helen Pattinson, Elephant Branded bag founder James Munro Boon and Wahaca restauranteur Thomasina Miers.
The campaign, which kicks off today (22 September), will run across on-air, digital, branded content and social channels.
CNNI’s in-house creative team TCP has produced a native campaign running across TV and digital, following architect and designer Usman Haque as he travels from Hong to Kong to London with Cathay Pacific.
Cathay Pacific general manager of marketing, loyalty programmes and CRM, Julian Lyden, said: “We believe travelling well is vital to living well. We hope this series will inspire the audience and travellers alike to get more out of their lives and from their travel.”
Sunita Rajan, CNNI vice president advertising sales Asia Pacific, added: “This campaign is the perfect example of combining high quality content with the right partner to reach and engage with an upscale global mobile audience.”
Earlier this week, CNN announced the launch of ‘Great Big Stories’ in the US, a brand video content operation competing with the likes of BuzzFeed and VICE to target “urban-located, globally curious 25- to 35-year-olds”.