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Emotive Travel Campaigns

Cathay Pacific's Life Well Travelled Campaign Markets Wanderlust

— February 20, 2015 — World
Life Well Travelled is an innovative marketing campaign from Cathay Pacific that brings the emphasis back on the enriching qualities of travel. The Life Well Travelled is the first campaign into which Cathay Pacific is largely a digital campaign, a first for the Hong Kong-based airline.

The emotional branding campaign brings back a certain romanticism to airline travel that follows the company's logo and design rebrand in fall 2014.

The Life Well Travelled campaign engages consumers by inviting them to share their travel experiences on the brand's social media platforms. The digital campaign is an example of the effective use of social media and emotive branding and caters to the interests of most consumers as it gives people another chance to share their travel photos and videos online.
Trend Themes
1. Emotive Branding - Marketers can leverage emotive branding to create more interesting and compelling digital campaigns that resonate with consumers emotionally.
2. Digital Marketing - The rise of digital marketing has created a unique opportunity for brands to reach consumers through various online platforms and devices, ultimately increasing customer engagement and loyalty.
3. User-generated Content - Brands can leverage user-generated content (UGC) to engage with customers, gather valuable consumer insights, and build brand credibility through authentic customer experiences and stories.
Industry Implications
1. Travel and Tourism - Travel and tourism industry players can capitalize on emotive branding to create unique travel experiences that resonate with consumers emotionally, ultimately driving customer loyalty and revenue growth.
2. Digital Advertising - Digital advertising firms can utilize emotional branding to create digital campaigns that effectively engage consumers across various online platforms, ultimately driving customer acquisition and loyalty for their clients.
3. Social Media - Social media platforms can leverage user-generated content (UGC) and emotive branding to build stronger relationships with consumers, gather valuable customer insights, and increase user engagement and retention.
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