Cathay Pacific’s online campaign is the first to be booked via The Guardian’s new ad format
Cathay Pacific has launched its new campaign via an advertising format unique to The Guardian.
Booked by UM Birmingham, this format, called ‘The Reveal’, overlays a key editorial story for two seconds before revealing the content beneath it. The format then sits below the key editorial story and can be re-expanded on user interaction.
"The new ‘Reveal’ format was produced utilising the best of the Guardian's talent. This is the first time The Guardian has applied its design and digital development skills to producing a display format for advertisers that is unique and native to The Guardian's site,” said Duncan Hammond, monetisation development manager, Guardian News & Media.
“We're very excited about the opportunities this presents for our advertisers and it's great that Cathay Pacific and UM are the first to take advantage of this exciting new innovation," he added.
UM’s key objective of the new ad campaign was to promote Cathay Pacific’s flight network and premium service to a UK business audience. The Reveal has enabled the brand to instigate consumer engagement with its advertising and generate traffic to its website, raising brand awareness.
The selection of the new ad format came off the back of strong performance of Cathay Pacific’s recent campaign with The Guardian, which saw the airline promote the addition of a fifth flight on their Hong Kong route. The agency sought to build upon this partnership to further increase brand awareness with the Guardian business audience.
Roberto Abbondio, head of sales and marketing at Cathay Pacific, said he hopes the latest initiative will have an immediate impact and a higher potential to drive traffic directly to the airline’s website.
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