Cathay Pacific is hoping to evoke the memories and emotions of travelling through an original music piece as part of an innovative new campaign.
‘The Sounds of Travelling Well’ has been composed using thousands of sounds that were captured while travelling around the Asia-Pacific region.
The sounds, which include fastening a seat belt, ordering street food in Osaka, crossing a busy street in downtown Hong Kong, and attending a bamboo cutting ceremony in Kyoto, were recorded and re-mixed to create the song.
The campaign aims to use the sounds to evoke memories and feelings from travelling. It was created by McCann Worldgroup Malaysia and McCann Worldgroup Hong Kong.
Sean Sim, CEO of McCann Worldgroup Malaysia, said, “Travel ads tend to communicate using strong, colourful and exciting visuals -- come see the wonderful sights and shiny bright lights of this or that city. We travel with our eyes. But what if we said you could travel with your ears to the same place, and have a totally different experience? We felt there was an opportunity to give our travellers an interesting perspective, via sounds instead.”
Anna Choi, country manager Malaysia and Brunei of Cathay Pacific added: “We went on an international journey to record thousands of audio moments and then crafted these sounds into one harmonious blend of rhythm and melody. We hope this will inspire our travellers to discover the beauty of travelling well from a whole new perspective.”
The campaign will run online in Malaysia until September.