PR & GO UP Communication Partners were contacted by Cathay Pacific to design an unconventional brand activation idea for Chinese New Year.
According to the client’s brief, the campaign’s main objectives were to increase brand awareness and boost sales.
The pig is a well-known symbol of saving money, luck, and good fortune; additionally, 2019 was the Year of the Pig in the Chinese zodiac. Therefore, it was decided to place a giant branded inflatable winged pig in Milan’s city centre for one week. This unusual and impactful installation effectively communicated the connection between Cathay Pacific, the company’s offers, and its Chinese identity. Simultaneously, the agency supported the installation with direct mailings, dedicated press office actions, and the involvement of bloggers and influencers.
Thanks to the extra visibility given by the Big Pig, results were achieved results in terms of impressive:
