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.