Cathay Pacific captures the sounds of travel for new campaign

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.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

All by Danielle