PR & GO UP Communication Partners has been contacted by Cathay Pacific in order to design a brand activation unconventional idea on the occasion of Chinese New Year. According to the briefing given by the client, the main objectives of the campaign should have been: brand awareness, push on sales.
The pig is a well-known symbol of money saving, luck and good fortune; beside that, 2019 is the Year of the Pig in Chinese zodiac. Therefore we placed a giant branded inflatable winged pig placed in Milan city centre for one week. An unusual and impactful way to communicate the link between Cathay Pacific, the Company’s offers and its Chinese identity.
At the same time, we supported the installation with direct mailing, dedicated press office actions and involvement of bloggers and influencers.
Thanks to the extra visibility given by the Big Pig, achieved results in terms of awareness, appreciation and convertions are impressive.