DragonAir has been a well-loved regional Hong Kong airline for over 30 years. Its rebrand to Cathay Dragon will continue to keep its traditions while also transitioning to an enhanced experience for its customers.

3. TABLE OF CONTENTS
01 INTRODUCTION
01 SWOT ANALYSIS
02 RESEARCH ANALYSIS
03 CONSUMER INSIGHTS
04 CAMPAIGN OBJECTIVES
04 TRUTH WELL TOLD
05 THE BIG IDEA
06 BRAND PERSONIFICATION
06 TARGET AUDIENCE
07 CONSUMER PROFILES
08 CAMPAIGN REASONING
09 MAIN EVENT
11 PRESS RELEASE
13 TRADITIONAL: PRINT
15 TRADITIONAL: OUT OF HOME
16 DIGITAL: BANNER
17 DIGITAL: VIDEO SERIES
20 DIGITAL: FACEBOOK
22 DIGITAL: SNAPCHAT
23 IN FLIGHT EXPERIENCE: CATHAY CONNECT
25 IN FLIGHT EXPERIENCE: BRAND LAUNCH
26 CONSUMER JOURNEY
27 MEDIA SCHEDULE
28 CONCLUSION

4. 1
INTRODUCTION
Rebranding Dragonair into Cathay Dragon is, at its core, all about
bringing a once-dormant brand into the future. The brand hasn’t
undertaken any advertising activities in over five years. Our challenge
was to keep the brand moving forward without losing touch with
what brought them success in the past. The brand differentiates itself
with a rich Asian identity which needs to stay intact. Additionally, we
recognized service as being a key reason that travellers choose to fly
with the airline. With this in mind, we developed a campaign that is all
about keeping Cathay Dragon rooted in its past as it soars toward
the future.
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
• Reliable brand to local consumers
• More customised flight experience with local cultural flair
• Regional connectivity into mainland China and other Asian markets
• Brand heritage is connected to local culture
• Perception as a budget airline
• Lack of awareness about the brand’s Hong Kong spirit
• Tying Hong Kong icons into our messaging, continuing to leverage the
relationship between the brand and Hong Kong
• Use of technology to improve the in-flight experience, thereby promoting an
image as a future-oriented airline
• Negative impression of large corporations/monopolies diminishing KA’s strong
identity
• Other regional airlines stealing market share or utilizing value proposition

5. 2
RESEARCH ANALYSIS
We surveyed 60 Hong Kong residents about their flight experience and
examined their concept of Dragonair’s connection to Hong Kong.
The most important qualities consumers look for in an airline are as
follows:
1. Safety
2. Timeliness
3. Flight attendant service
4. Convenience of travelling
5. Quantity of destinations
65% say leisure is the primary reason they travel
People generally find there is a moderate connection in their mind
between Hong Kong and Dragonair.
72% fly an average of 1-3 times per year

6. 3
When asked about the elements of their perfect flight experience, high quality of
food and beverage, professional crew service and a comfortable environment
round out the top three responses.
CONSUMER INSIGHTS
In order to validate our survey results, we performed 12 in-depth interviews
to further understand consumers’ perception towards our airline and its local
heritage.
It is well-known for its good services and quality and even been considered as the
“representation of Hong Kong.”
“It was established a long time ago and it’s pretty much a Hong Kong icon in
terms of air service. In Singapore, you have Singapore Air, but in Hong Kong,
you have (Cathay Dragon)...If you take a similar, regional flight in the US or
another country, there isn’t any type of service at all...Hong Kong is very much
in (Dragonair’s) DNA.”
On Dragonair’s Hong Kong identity encapsulated in the service:
“They need to merge well. If they make the transition well, they’ll build on
what they’ve already established. If they don’t, it will be a problem because
people have already come to expect so much.”
On concerns about the rebrand:
“They can’t just do the same old style forever. However, they still need the
same general feel. They still need consistency.”
On a consumer expectation of forward progress:
港龍航空在長久以前已經成立，其航空服務更被形容為香港的標誌。在新加坡，他
們有新加坡航空。而在香港，我們有國泰港龍航空...其他區域航空，例如美國或
其他國家，不能提供類似國泰港龍的服務...港龍有著一大部分的基因是屬於香港
的。
他們需要有好的合併。如果這個過渡進行得理想，他們會在已有的基礎上更進一
步。否則，這次合併將會對大眾的期望造成落差。
他們總不能永遠維持同樣的風格。但是，他們亦需要貫徹港龍一向給人的印象及
其一致性。

7. 4
CAMPAIGN OBJECTIVES
MAIN OBJECTIVE
COMMUNICATION OBJECTIVE
We developed a rich communications campaign that spans a variety of
touchpoints to engage our consumer along their journey. Our campaign
is designed to create widespread awareness of the transition from
Dragonair to Cathay Dragon. We will reassure the traveller that Cathay
Dragon will stay true to its heritage, retaining the features and personality
they have come to depend on, while continuing to grow as the brand
moves into the future.
We want passengers to recognize Cathay Dragon as their own, a brand
that has grown alongside Hong Kong and its people. More importantly,
Cathay Dragon travellers need to know that the brand will stay committed
to its tradition of excellent service while building on past success into the
future.
TRUTH WELL TOLD
Our campaign is centered around the truth that the consumer
travels with Dragonair because of its first-class service and its
iconic Hong Kong Identity. This rebranding will bring Cathay
Dragon into the future while keeping its core identity intact.

8. 5
THE BIG IDEA
Cathay Dragon has a rich history that is deeply rooted
in Hong Kong culture. It has a tradition of connecting its
passengers through top-of-the-line service enhanced by a
contemporary Asian flair. Now we’re bringing that tradition
into the future. Cathay Dragon is where tradition meets
tomorrow. It is the natural progression of building on humble,
yet proud beginnings. Cathay Dragon reinforces its dedication
to service while soaring to new heights. Travellers can now
expect to be connected to their friends, families and new
experiences in an improved and seamless way. This rebranding
empowers them to connect to the world around them in a
heightened way.
TRADITION MEETS TOMORROW
傳統成就明天

9. 6
BRAND PERSONIFICATION
Cathay Dragon’s home is Hong Kong. It built experience from a humble
background, but a dedication to excellence brought it into the spotlight.
Its spirit is characterized by the convergence of its simple beginnings
and its current prestige. It has a simple, elegant, understated impact on
those that interact with the brand. True to its Asian heritage, it maintains
a contemporary, ambitious vision. The brand continually strives to find
ways to build on previous successes. These qualities have earned a
deep and widespread trust. It will always remain true to its roots, even
as it soars toward the future.
TARGET AUDIENCE
In order to effectively create mass brand awareness, this campaign
seeks to resonate with Hong Kong as a whole, specifically reaching out
to business and leisure travellers. This integrated campaign will target
specific subsegments, explored further through the consumer profiles.
They will be reached via specialized tactics.

10. 7
CONSUMER PROFILES
THE ROAD WARRIOR
THE EXECUTIVE MOM
“The Road Warrior” is a middle-aged
professional travelling more than 20 times
for business and 3-4 times with their
family each year. Living a fast-paced,
stressful lifestyle, no-surprises travel that
fosters comfort and productivity is greatly
appreciated. Knowing what to expect in
terms of quality, features and service is a
major draw.
“The Executive Mom” travels more than
4 times for business and more than 2
times for leisure with her family each year.
A working parent who travels for both
business and pleasure, minimizing travel
time is a priority and a simple touch of style
is always appreciated, as small details
make a big difference in creating a sense of
comfort.
THE ADVENTURESS
“The Adventuress” is a social media savvy
millennial and fun-loving deal-hunter who
primarily travels with friends. Booking
economy flight tickets online in advance is
typical as finances tend to be tight and there’s
a sense of comfort in knowing everything is
taken care of. Occasionally, last minute deals
spark spontaneous trips. Ease of contact
and high quality service easily reinforce the
perception of Cathay as elegant and refined.
“Warmness and timeliness are the
aspects I would consider.”
“Reliability and safety are my main
concerns.”
“I would compare the entertainment on
flight between different airlines.”

11. 8
CAMPAIGN REASONING
The consumer needs to know that Cathay Dragon will continue to be
the airline that they have learned to trust, while also innovating into
the future. The brief mentioned that consumers want to be sure that
the brand will not lose the heartfelt warmth, Asian flight experience
and constant improvement that has made it great. To make sure that
our assumptions are on target, we conducted personal interviews and
conducted a survey.
Based on 12 in-depth interviews, we found that Dragonair is well-known
for its good services and quality. It was even called a “representation of
Hong Kong” by one of our interviewees. These results are consistent
with our strategy and present a huge opportunity to focus on how the
same prestige will carry over to Cathay Dragon.
Out of 60 survey respondents, we found that the most important
qualities prioritized by Hong Kong consumers include: (in order of most
important to least important) safety, timeliness, flight attendant service,
convenience of travelling and quantity of destinations. This shows that
the strongest elements of DragonAir are still the most important to the
consumer.
We have determined that the slogan “Tradition Meets Tomorrow”
encapsulates these opportunities. The concept of tradition communicates
that Cathay Dragon is still dedicated to what has made it a trusted
brand, while the concept of “tomorrow” translates to the consumer that
it is still dedicated to innovation. We believe that Cathay Dragon is
the convergence between those two points and this will ensure to the
consumer that this rebranding is something to be excited about.

12. 9
MAIN EVENT
The dragon has always been our significant logo. It represents the spirit of Hong
Kong and traditional Asian culture. Dragonair has deepened its roots in Hong Kong
since 1985 and we have grown with Hong Kong’s people throughout these years.
In order to show Hong Kong that we would pass on our legacy and keep striving
for better, the event of the Dragon Hologram will be introduced. The hologram will
represent the mixture of traditional Chinese values with the new contemporary,
progressive and innovative Cathay Dragon icon. Our goal is to create a strong visual
image of our brand that Hong Kong people can associate with. This event will create
conversation about and draw attention to the new brand. It will take place on top
of the ICC (International Commerce Center) building in cooperation with the light
show. We will choreograph a dancing dragon in the sky. The dragon will move like
a realistic dragon in the sky, and eventually make the shape of and evolve into the
new Cathay Dragon logo. A press release announcing the event will be sent out
through social media, blogs, newspapers and broadcast news to create awareness.

13. 10
MAIN EVENT

14. 11
PRESS RELEASE (ENGLISH)
Grand 3D hologram of flying dragon going to join the Victoria Harbour light show
celebrating the rebranding of “Cathay Dragon”
24 February 2017
A dragon will be flying through the daily nightly light show at Victoria Harbour on Sunday
evening this week. The new Cathay Dragon is sponsoring the addition to Hong Kong’s skyline.
Dragonair has announced their official rebranding as ‘“Cathay Dragon” at the end of January
last year. A new livery created for Cathay Dragon that features a Cathay-style brushing logo has
already been adopted to Cathay Dragon’s aircraft, flight attendants’ uniforms and other detailed
things. To celebrate their renewed image, Cathay Dragon will hold this unique augmented reality
performance.
With the development of augmented reality, those fantastic scenes that used to only exist in
science fiction are no longer just fantasies. Different from the common planar hologram that people
are very familiar, the 3D hologram can project the virtual objects in a more realistic and vivid way
and enable them to really show the audience a flying dancing dragon on the sky. This Sunday night,
all the citizens in Hong Kong can come to Victoria Harbour to enjoy a feast for the eyes for free and
view the spectacular show in person.
The AR is going to be grand and beyond example in history. When the show begins, a
colorful dragon will be shown flying around the top of International Commerce Centre, which is the
highest building in Hong Kong, against the crystal bright night sky spangled by lights. The dragon
will rotate and dance modernly following the beat of the exciting music, presenting a splendid visual
show.
This 3D hologram dragon show fully combines the traditional Hong Kong dragon spirits and
culture with the newly developed contemporary technology, converging of tradition and innovation.
And that is exactly what Cathay Dragon wishes to deliver with its “Tradition meets Tomorrow”
campaign. A spokesperson for Cathay Dragon said, “We can assure our customers that Cathay
Dragon will continue to provide the same high level of products and services that made us a four-
time winner of the World’s Best Regional Airline award. We will have the same dedicated team
continuing to offer their friendly and caring service style. At the same time, we will also continue to
build on our experience and understanding of what our passengers like and treasure, continue to
pushing and developing Cathay Dragon forward.”
The AR show is expected to last for four months, but may continue beyond that timeframe
depending on the popularity of the attraction.
About Cathay Dragon
Since 2006 when Dragonair joined the Cathay family, it has added 23 new destinations and the
two airlines have worked closely to offer unrivalled connectivity and service from Hong Kong – now
to almost 200 destinations across mainland China, Asia, and the number of passengers travelling
across both carriers has grown five times to more than 7 million in 2015. world. By more closely
aligning the two brands, this rebranding will capitalise on Cathay Pacific’s high international brand
recognition and leverage on Cathay Dragon’s unique connectivity into Mainland China – one of the
world’s fastest-growing business and leisure travel markets. The airlines’ customers will benefit from
greater convenience and a more seamless travel experience.
###

15. 12
巨型3D全息投影飛龍「加盟」維港燈光秀
慶祝「國泰港龍航空」正式更名
二零一七年二月二十七日
維多利亞港每夜舉行的燈光秀將在本週日迎來一位特殊的身影 —— 騰飛的巨
龍。而這一燈光秀的舉辦者正是前不久正式換上「新裝」的「國泰港龍航空」。
港龍航空於上年正式宣布改名為國泰港龍航空，其旗下的客機全部換上全新機
身形象，配上國泰「翹首振翅」式樣標誌。為慶祝這全新形象，國泰港龍航空舉辦了
盛大的擴增實境盛典，為香港市民展現一個不一樣的、全新的品牌形象。
隨著擴增實境這項全新的技術愈加成熟，科幻電影中的炫酷場景也不再只是幻
想，而逐漸成為現實。區別於傳統的平面投影技術，擴增實境技術可以將虛擬的物體
更加完整、真實和立體的呈現，展現出栩栩如生的飛龍。本週日晚，全香港的市民將
有機會大飽眼福，免費體驗巨型3D全息投影的奇觀。
這次擴增實境將是一場史無前例的巨型燈光秀。屆時，隨著燈光秀開始，維港
璀璨的夜空中將浮現出一個特殊的身影，一條騰飛的巨龍出現在全港最高的建築物
—— 環球貿易廣場的上空，並隨著音樂的節奏翻轉、跳躍、飛舞，為觀眾帶來無與倫
比的視覺體驗。
巨龍展充分地將香港傳統文化與當代技術相結合，象徵傳統與未來的完美融
合。而這一主旨正是國泰港龍想要向大眾傳達的理念。是次國泰港龍航空全息投影燈
光秀的負責人表示，國泰港龍正是這樣一個傳統與現代互相結合的品牌：「我們將繼
續為旅客提供令我們四奪『全球最佳區域航空公司』榮譽的高水平產品和服務。『國
泰港龍』的專業團隊將繼續為旅客提供備受讚賞的高水平產品和服務，與此同時，我
們也將憑藉過往經驗及對乘客的了解，不斷提升服務素質，做到不斷創新、不斷突
破。」，他坦言，此次全面換裝將引領國泰港龍邁向一個全新的高度，勢必為乘客們
帶來更好的飛行體驗。
據悉，此次的3D全息投影燈光秀將會持續四個月，在此期間，市民可以每週日
來到維港一睹巨龍風采。
關於國泰港龍航空
自2006年起，港龍航空成為國泰航空的全資附屬公司，已增加了23個新航點，攜手為
香港提供緊密的航班連繫，網絡遍佈中國內地、亞太區以至全球近200個航點。而同時
搭乘兩間航空公司的乘客人數亦增長了5倍至去年的700多萬人次。將國泰和「國泰港
龍」兩個品牌的聯繫拉緊，集團希望能充分善用國泰品牌的國際知名度以及發揮「國
泰港龍」在中國內地的優勢，兩間航空公司鄂乘客亦能從中享有更便捷及緊密無間的
旅遊體驗。
###
PRESS RELEASE (CANTONESE)

16. 13
TRADITIONAL: PRINT
Keeping consistent with “Tradition Meets Tomorrow” we identified the need to
convey a message of our traditional culture of premier flight experience entering
the new era. Under such circumstances, we associate an old man interacting with
a child. The dialogue and interaction between the young and the old symbolizes
the aggregation of the tradition and the future, all together in Cathay Dragon. The
concept of having traditional elements in new technology provided on flight also
conveys the message that our tradition never goes outdated, it keeps growing and
innovating while it is still the tradition to be recognized by our consumers. With the
concept we have, we decided the copy of the advertisement as:
“Tradition leads to tomorrow. Being with you as always until now, we are dedicated
to bring you your own flight experience. Cathay Dragon will, along with your trust
and support, adhere to the premier heritage and soar to the brand new tomorrow.”
Apart from the transcendence of our good tradition, we also put our focus on the
heartfelt warmth that we provide to our consumers through our service. And we
sincerely hope to continue our journey with our consumer’s trust and support, to
reach the era of tomorrow.
Our print ads will be shown on different medium, including magazines, MTR
stations, bus surfaces, OOH billboards and web pages, and we believe with
the large consumer segment, our large reach can convey well the message of
“Tradition meets tomorrow”.
「傳統，成就明天
伴你至今，始終如一，
致力於為你帶來專屬的飛行體驗。
國泰港龍，帶著你的信任與支持，
繼承優越傳統，飛向全新明天。」

17. 14
TRADITIONAL: PRINT

18. 15
TRADITIONAL: OUT OF HOME

19. 16
DIGITAL: BANNERS

20. 17
DIGITAL: VIDEO SERIES
These videos will encompass all of the services that has made Cathay Dragon great
and will continue into the new brand. By focusing on the benefits of services, we can
communicate to a wide variety of audiences and still capture the emotional appeal
of first-class service to every passenger. These videos will be released on broadcast
television, YouTube and Facebook as paid advertisements. They hold true to the idea
of Tradition Meets Tomorrow by focusing on the traditional values that Cathay Dragon
holds true and communicating that the first-class service will still be of the airline in the
future.
STORYBOARD A: HEARTFELT SERVICE
A sleeping baby is shivering, he cannot sleep comfortably in the chilling environment.
His mum is concerned about the situation, she is nervous whether the baby will catch
a cold.
The baby is covered with a warm blanket, he smiles and falls into sweet dream.
Zoom: out, the flight attendant is placing the blanket to the baby, she cares about the
baby’s health and would dedicate thorough services to take care of the baby.

21. 18
DIGITAL: VIDEO SERIES
STORYBOARD B: LOCAL FLAVORS
Young ladies enjoying good food - local customised food
Zoom in: Delicious food is shown.
Two young ladies are enjoying the meal with delight; they like how the food suits their
taste.
Zoom out: They are having the meal served on flight by Cathay Dragon. The local
customised food are in favorable of the taste of Asian passengers.

22. 19
DIGITAL: VIDEO SERIES
STORYBOARD C: A SERENE ESCAPE
A businessman is busily dealing with clients’ and colleagues’ calls. He has to
coordinate a lot of ongoing business and a variety of opinions. He is stressed and
tired.
Zoom in: He is lying in a comfortable chair, it smoothes his tension and all his troubles
simply fade away in this relaxing environment.
Zoom out: The businessman is indeed sitting in the business class flight on Cathay
Dragon, on the way to his business trip. The comfortable seat in our flight provides him
a place to relax.

23. 20
DIGITAL: FACEBOOK
PROFILE REDESIGN
DOCUMENTARY SERIES
We will record our big activities of our campaign, including The Dragon Hologram
and the first flight party. Our goal is to capture the precious moments of the events
and demonstrate the success to the public. The process of planning, constructing
and executing the events will be recorded and made into documentary style videos.
Crowds of people sharing the joy and excitement will be shown in the videos.
Creating conversation and increasing the viewing rate would be an observable
result. It will also boost followers for the Cathay Dragon page.
Our new Facebook page will be updated to represent the new brand. The theme of
“Tradition Meets Tomorrow” suggests that Cathay Dragon is introducing its brand
new image and entering to the Cathay Family, which brings our customers even more
advanced and favourable flight experience starting from the point of our superior
tradition. It is to raise the public awareness of the rebranding as well as enhancing
their confidence in travelling with us as they have in the past.
The introduction of the new logo captures public’s attention of the rebranding of
Cathay Dragon.
Simplicity and elegance is our brand aesthetic. In the Facebook platform, we would
like to avoid any sales promotions or focusing on price.

24. 21
DIGITAL: FACEBOOK
CHATBOT
In order to improve passengers’ communication with the brand, we will create a
chat bot for Cathay Dragon to provide support through a digital channel. Facebook
is the number one ranked social platform used by the people of Hong Kong. In April
this year, Facebook just launched a new service on Messenger called bots which
enables brands to talk to their customers directly. Our consumers just need to
utilize a plugin on the official website with just a single click. We will then record his/
her information on the back-end. Then they can directly receive the ticket booking
confirmation, flight status updates, reminders of check-in time, and even get the
online version of the boarding pass. By using the chat bot, Cathay Dragon can
expand the traditional communication pattern with consumers into a 24-7 pattern.
The bond with consumers will indeed be strengthened after adopting this new
technology, which helps Cathay Dragon’s service elevating to a higher level.

25. 22
DIGITAL: SNAPCHAT
DRAGON SELFIE LENS
ALTITUDE GEOFILTER
Cathay Dragon has always identified
with the culture of Hong Kong. When
traditional symbol meets modern
technology, such as the ubiquitous
Snapchat, something special is
created. We plan to develop a selfie
filter that transforms the user into
a dragon. It provides millennials
with a light-hearted way to engage
with the brand. This heightens the
consumer’s connection with Cathay
Dragon and brand engagement will be
strengthened and enhanced with this
youthful concept.
The filter’s function and appearance will be similar
to the speed and temperature filters, measuring the
altitude of the user throughout Hong Kong. To reinforce
and publicize the brand, a small Cathay Dragon logo
will be included. Every time snaps are sent using the
filter, Cathay Dragon’s mantra of “Traditional Meets
Tomorrow” will be reinforced.
Hong Kong is a city full of great heights and spectacular views that are just waiting to be
shared. By creating a geofilter in Snapchat, we intend to integrate the new snap trend
with our traditional legacy.

26. 23
IN FLIGHT: CATHAY CONNECT
Cathay Dragon needs to move towards modernity and have an enhanced
technology that is ahead of the competition. A new system called Cathay Connection
will be introduced with the In Flight Entertainment System. This network would
create a social space for everyone who is on that flight. It would include features
such as a chat feature and social gaming. This system would also allow travelers
to that is less disruptive to the in flight experiences of neighboring passengers. This
chat would help passengers connect, but it would also make the Cathay Dragon
service better by being able to directly contact the flight attendants. The passenger
would be able to type a specific message to the attendant to request service. A “Do
Not Disturb function” is also added with the aims to allow passengers to enjoy a
comfortable, relaxing and quiet journey. and ties the future of technology into the
flight experience. Cathay Connect is the future of the inflight experience by bringing
people together and improving the excellent service that Cathay Dragon has
provided for the past 30 years.

27. 24
IN FLIGHT: CATHAY CONNECT

28. 25
IN FLIGHT: BRAND LAUNCH
Cathay Dragon’s official debut should be simple and elegant to bring the brand’s
personality and appeal to life. On the first day of flights, November 21, a surprise
gift will be delivered to our passengers in order to commemorate the big day.
Passengers traveling with Cathay Dragon on this day will be given their choice of
a complimentary glass of alcoholic or nonalcoholic champagne for use during a
celebratory toast that will be held on each flight. Accompanied by a card thanking
the traveller for continuing on this journey with us, this provides a memorable sign of
Cathay Dragon’s huge breakthrough to a brand new stage and reinforces the warm,
genuine relationship that the brand holds with its travellers.

29. 26
CONSUMER JOURNEY
SETTING THE SCENE
It is December 2016. Dragonair has officially made its switch to Cathay
Pacific and longtime Dragonair consumers are still unsure about how the
rebrand will affect their travel experience.
LAYING THE GROUNDWORK
Angela wakes up for another day at work. She groggily reaches to her
bedside table and grabs her phone. Spending about 5-10 minutes, she
allows her brain to wake up by aimlessly scrolling through her various
social media feeds. Programmatic social media ads recognize her as a
semi-frequent traveller and autoplay in her Facebook feed. On the bus to
work, she reads a newspaper that contains an ad touting the new Cathay
Dragon brand.
NEED RECOGNITION
Angela arrives at the office where she learns that she needs to fly out to
Fukuoka Japan for a conference. She opts to plan the trip herself so she
can also plan an extra vacation day or two to spend with her husband
while she is there. She begins researching her options.
EVALUATION & MOMENT OF TRUTH
Angela searches online for her travel options. She typically used
Dragonair as her regional airliner but hesitates since this is her first time
travelling since the rebrand. However she struggles to find an alternative
airline that emphasizes the same brand elements that she loved about
Dragonair: reliability and a quality in-flight experience that included quality
Asian food and exceptional service. The final straw is when she notes
that Cathay Dragon is the only higher-end airliner with a connecting flight
to Fukuoka. Oh well, she was always relatively satisfied with Dragonair...
might as well give Cathay Dragon a try, right? Besides, she vaguely
remembered a news story from a while back about Cathay Dragon
passengers getting free champagne and drinks. Maybe she’ll luck out and
end up on one of those flights!
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MEDIA SCHEDULE
Our campaign will take place from September 2016 through June 2017.

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CONCLUSION
Dragonair has been quiet in terms of communications in the past 5 years.
Because of this, there is a huge opportunity for the brand to convey a
powerful message to Hong Kong consumers. This message will convey
that Cathay Dragon has not lost its dedication to tradition, yet it is still
committed to innovation into the future.
The rebranding of Dragonair into Cathay Dragon will continue to
communicate the value of first-class service and reliability that it has
always had, while also continuing its constant pursuit of innovation. This
campaign is designed to create excitement of Cathay Dragon as a new
brand. The brand shares tradition with Hong Kong, but it is ready to be
the airline that these consumers will continue to trust into tomorrow.