McCann Worldgroup Hong Kong hosts a wedding at 35,000 feet for Cathay Pacific + Cathay Dragon

Wedding.jpgMcCann Worldgroup hosted a wedding last week, which took place at 35,000 feet, for Cathay Pacific. This was the culmination of 'Marriage in the Air', a campaign designed to symbolise the closer relationship between Cathay Pacific and the newly rebranded Cathay Dragon.

Last year, the campaign launched with three teaser videos of couples dressed in wedding gowns and suits running through the streets and airports in China. The campaign invited the public to vote for one of three travel influencer couples who were competing to win a wedding in the air.
Wedding 2.jpgIn December, the campaign website announced the winning couple, along with 40 of their voters, who won tickets to attend the January 6th wedding. Since then, the site has been regularly refreshed with content that includes behind-the-scenes of the couple preparing for the wedding together with the airlines - the food they are considering for their wedding, the wedding gown and decorations for the in-flight programme. The website also features soundbites from the voters explaining why they are interested in the wedding. Since its launch, the campaign has achieved 138 million impressions and 1 million clicks to visit the website.

Wedding 3.jpgThe wedding took place on 6 January on a chartered Cathay Dragon flight from Shanghai to Hong Kong and included everything you see at a wedding on the ground -- the bride walking down the aisle(s), the exchange of vows, toasting, etc. This was followed by a reception at Cathay Pacific's The Pier Lounge at the Hong Kong airport.

The entire wedding day was live streamed. Like many weddings in Asia, a wedding video capturing the special moments from the day will be available on the campaign website later this month.   

Wedding 4.jpgAnd what happened to the couple after the wedding day? Off to the honeymoon, on a Cathay Pacific flight, of course, also to be featured on the campaign website.

Planning a wedding is no easy matter, let alone a wedding at 35,000 feet with more than 100 guests. Grace Cheung, Manager Global Marketing Communications, Cathay Pacific, said: "This has indeed been a truly integrated team effort; not just with our partners at McCann Worldgroup, but also externally and internally, from the ground to the air! From the airport authorities and security companies in Shanghai and Hong Kong, to various internal teams like cockpit and cabin crews, airport and lounge teams, to catering, engineering, and ground transportation teams, we really have all hands on deck to create this memorable wedding flight. With this unique content, we hope to build our brand and generate conversations around our brand in more unexpected ways."

Wedding 5.jpg"Together with our partners at Cathay, and network agencies MRM//McCann Shanghai, Jack Morton and Weber Shandwick, we are excited to bring this challenging campaign to life. Cathay Pacific/Cathay Dragon enabling this day to happen is testament to what we do best at McCann - helping our client's brand play a meaningful role on the most important day in this couple's life", commented Managing Partner, Brandon Cheung, Cathay Pacific team, McCann Worldgroup. 

Credits -
McCann Hong Kong -
Cathay Pacific Central Team: Brandon Cheung, Managing Partner
Martin Lever, Executive Creative Director
Rick Kwan, Creative Director
Guilherme Pecego, Creative Director
Agnes Lee, Associate Creative Director
Fanny Lau, Associate Creative Director
Dan Jacques, Associate Creative Director
Daniel Cheong, Senior Art Director
Mok Ngo, Art Director
Wong Wai Ping, Jr Art Director
George Cheung, Visualiser
Debbie Yung, English Copywriter
Wing Tam, Producer
Victor Lam, Group Account Director
Karen Chan, Planning Director
Eva Cheung, Account Director
Venice Choy, Senior Account Executive
Bernice Lam, Account Executive
Nicola Yates, Channel Planning Director & Global Head of Media
Prashant Galani, Digital Manager
Crystal Chan, International Communications Planner
MRM/McCann Shanghai -
Tianit Ng Chief Creative Officer
Mike Zeng, Managing Director
Fiona Zang, Deputy General Manager
Animesh Narain, Planning Director
Ricky Chen, Group Creative Director
Poppy Qian, Associate Creative Director
Judy Zhu, Copy Writer
Artlan Wang, Group Head
Vanessa Zhang, Senior Designer
Vlad Li, Designer
Kevin Deng, Associate Account Director
Edith Wang, Account Manager/Media Manager
Erica Tian, Sr. Account Executive
Arlene Li, Media Planner
Justin Zhang, Technical Director
Dyson Du, Project Manager
Cesar Xu, Web developer
Ellen Hua, Senior Data Analysis
Jack Morton -
Becca Ratcliffe, Group Account Director
Bettina Kwan, Senior Producer
Cara Au, Senior Production Coordinator
Nico Ngan, Production Coordinator
Gracie Gao, Production Assistant
Ten Huang, Production Executive
Cathy Sin, Senior Producer
Shirley Cheung, Production Coordinator
Daniel Wong, Associate Producer
Eric Chan, Production Assistant
Weber Shandwick -
Shanice Wong, Senior Consultant
Cindy Leung, Senior Consultant

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