Cathay Pacific Aria Suite Activation
A premium activation that brought the comfort and innovation of Cathay Pacific’s new Aria Suite to life
Client:
Cathay Pacific
The brief
Cathay Pacific wanted to create buzz around the arrival of its new Aria Suite Business Class and Premium Economy cabins on select flights departing Sydney and Melbourne. The objective: generate awareness among premium travellers and media, showcase the comfort and innovation of the new offering, and drive direct bookings — all while elevating brand perception beyond the airport.
Our curious spark
We asked a simple question: what if travellers could feel the Aria Suite experience before they ever stepped on board?. That led us to a creative platform that transformed high-traffic retail spaces into elegant, sensory travel environments — inviting Australians to “Experience the Aria Suite on the ground.” By reimagining the entire journey — from check-in to take-off — we connected Cathay Pacific’s product story to an emotional one: the anticipation and delight of premium travel, delivered with the warmth and authenticity only real cabin crew could provide.
Why this campaign mattered
Premium air travel is often experienced in fleeting, functional moments — ticket bookings, boarding passes, airport lounges. But brand perception is built long before take-off.
By meeting audiences where they already were — in shopping centres — Cathay Pacific created tangible connections with travellers, showcasing the brand’s craftsmanship and hospitality in a memorable, measurable way.
Activating curiosity and creativity
Our curious crew at work
Curious Nation led the creative concept development, experience design, and on-ground activation, working closely with Soda Communications to ensure seamless integration between experiential and PR.
From environmental design and engagement mechanics to brand storytelling and measurement strategy, our team created an activation that captured the precision and warmth of Cathay Pacific’s brand — translating premium air travel into a tangible, shareable experience that felt both aspirational and human.
Proof that curiosity pays off
High engagement
Over 60,000 activations and interactions across both cities, reaching more than 177,000 visitors in just three days.
Powerful brand reappraisal
4 in 5 visitors said they would consider flying Cathay Pacific’s new Aria Suite or Premium Economy, and 3 in 4 said they were likely to book after the experience.
Exceptional earned reach
23.9 million earned media impressions achieved in partnership with Soda Communications, including an AFR exclusive, 28 social clips, and 21 media articles.
Qualitative uplift
Visitors described the Aria Suite as “luxurious, like first class.” Many who had switched to competitors said they were now reconsidering Cathay Pacific thanks to the product and service experience.
Lessons in curiosity
Curious activations work when experience meets empathy. Authentic brand representation turned a product showcase into a moment of connection. By blending premium theatre with measurable engagement, Cathay Pacific proved that even the most refined travel experiences can be reimagined — and felt — long before take-off.