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Special Project

Special Project
From the 10th Annual Shorty Awards

Cathay Pacific "Boarding Pass to Asia" Experiences

Entered in Travel & Tourism


The goal of this campaign was to transport New Yorkers to different parts of Asia through the myriad lens of food Manhattan has to offer.

We specifically partner with brands and restaurants that have cult social followings who can help amplify our message and inspire people to take a trip to Asia.

The main objectives were:

Strategy and Execution

Cathay Pacific's #BoardingPassToAsia campaign goes beyond inspiring travelers to entertain their wanderlust. It connects them to their dream destinations through flavorful culinary experiences - not your average sit down dinner.

A series of five experiences was celebrated across highly celebrated and sought-after restaurants in NYC, each highlighting a destination we fly to in Asia: Hong Kong, Vietnam, Thailand, Singapore, and Beijing. It also symbolized our daily flight frequency between NY and Hong Kong.

Guests indulged in food and drinks from a thoughtfully curated menu, immediately transporting them to the chosen destination via senses of smell and taste.

The interiors of restaurants were also adorned with playful collateral sharing unique fun facts of the airline.

By partnering with The Infatuation and LuckyRice to amplify our voice to their devoted social followings, we are able to reach an entirely new and younger audience, who is not just adventurous with food but also with travels.

We unveiled these events a week in advance to influencers, foodie communities and our customers in order to build excitement and anticipation.

Subsequently, people became familiar and interested in Cathay Pacific and our Asia network.

Culinary Experiences

Tim Ho Wan ( Dim Sum in Hong Kong)

Madame Vo ( Vietnamese appetizers)

Chomp Chomp (Singaporean Hawker food)

Mr Bings (Beijing pancakes)

Thai Villa (Royal Thai Cuisine)

Social Media

- A week before each event, invitations were posted on all social media channels, (Instagram, Facebook and Twitter) enticing our audiences to win a spot at the table.

- Subsequent posts (including Snapchat) showcased event recaps and teaser for upcoming events.

- Attendees are encouraged to post and share their experiences via hashtag throughout the event.

- Custom invites were extended to high tier food, fashion and travel influencers in NYC







Video for Cathay Pacific "Boarding Pass to Asia" Experiences

Entrant Company / Organization Name

Cathay Pacific Airways, Infatuation, and LuckyRice


Entry Credits