McCann Worldgroup Malaysia and Hong Kong have worked together with Cathay Pacific and the recently launched in Malaysia, Cathay Dragon, to create an innovative music piece, “The Sounds of Travelling Well” in their latest campaign, which runs this month.
Cathay Pacific believes that travelling well is an important part of living well. When we travel well, the world unfolds, not only before our eyes, but all of our senses. Through sound, memories and feelings can be just as strongly evoked.
“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?” said Sean Sim, CEO of McCann Worldgroup Malaysia. “We felt there was an opportunity to give our travellers an interesting perspective, via sounds instead.”
“The Sounds of Travelling Well” was composed entirely from thousands of sounds recorded when travelling around the Asia-Pacific region. These are audio moments that travellers would normally hear and encounter on a journey. From buckling up at the Kuala Lumpur International airport, ordering street food in Osaka, to crossing a busy street in downtown Hong Kong, and attending a bamboo cutting ceremony in Kyoto. All these were recorded and re-mixed at the music studio into one unique song.
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 runs online from end of July to end of August in Malaysia. To complement the campaign, Cathay Pacific is also running a contest on their microsite for four weeks and the winners of the contest will take home a pair of tickets to a destination in Asia.