Cathay Pacific has touched down at Toronto’s Union Station with a domination campaign promoting the addition of two daily non-stop flights to Hong Kong.
The campaign from MacLaren McCann‘s Vancouver office consists of ads running throughout the rail, bus and subway station, a preferred venue for domination campaigns. The creative concept is part of the airline’s “People and Service” campaign, which features real-life employees.
The campaign’s domination component is being supported through partnerships with trade and business magazines, online sweepstakes, Twitter and Facebook updates, and ticket giveaways on the city’s Chinese language radio stations.
The airline also has a street team on-site at Union Station handing out Cathay Pacific mementos.
The campaign’s primary audience is frequent business travelers, but Cathay Pacific’s Canadian marketing manager Sarra Gau said the airline is attempting to grow that base while at the same time reaching out to mass market. “Union Station gave us the opportunity to do both due to its location within the city’s financial district,” said Gau.
The campaign runs until June 12.
