Cathay

Pacific

MKT4634 Group 2

Chow Tsz Huen 56635184

Lee Nga Lam, Cheryl 56619424

Lee Pui Ki, 56629430

Mong Jr Henry 57897643

Ng Siu Chung 56316634

So Yee Man 56295646

1

Table of contents

Company Background

Current

Situation

Objective

&Key messages

Target Market

& Target Channel

3

2

4

5

Event

Execution

Texts for the PR activities

Timeline

Evaluate

Effectiveness

7

6

8

9

Company Background

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1

Company Background

Founded in 1946

Become one of the world's leading premium airlines

Prominent international airline based in Hong Kong

Strive for excellence in our service

Over 190 destinations in more than 60 countries worldwide

Current Situation

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2

Current Situation - External (PESTEL)

Economic

Social

Environment

• After COVID-19 more flights are scheduled

The profit is being increased

• People are more eager to go travel and more business travel can be seen recently

• Aviation is a major source of greenhouse gas emissions

CX established the pledge to utilize 10% of SAF for all fuel used by 2030

Current Situation - Internal (SWOT)

Strengths

Opportunities

Weakness

Threats

Strong Brand Reputation with high quality services and reliability

Extensive destination choices with serving over 190 destinations in more than 60 countries

Recovery of travel demand after the pandemic

Expansion into new markets with more flights to more destinations

High operating costs include maintenance, fuel fees

Competitive landscape with facing quite high competition in airline industry

-Strong Brand Reputation with high quality services and reliability

-Extensive destination choices with serving over 190 destinations in more than 60 countries

-High operating costs include maintenance, fuel fees

-Competitive landscape is facing quite high competition in airline industry

-Recovery of travel demand after the pandemic

-Expansion into new markets with more flights to more destinations

-Intense competition

-Regulatory and compliance risk

-High staff turnover rate

Current Situation - Internal (Threats)

Human Resources

Competition

Regulatory & compliance risk

• During COVID-19, many staffs are laid off (6000 staffs)
• Discrimination issues, blanket issues

• Faced various security regulations and patrols every year
• Straight environmental regulations on the emissions of carbon

• Operates in a highly competitive market, facing competition from not only other international airlines, but also low-cost carriers

Key Research Findings

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AIR ATTENDANT DISCRIMINATION

“If you cannot say blanket in English, you cannot have it.”

• CX air attendant discriminate against Mainland China passenger.
• Say blanket into carpet

Loss in 2022,

need to gain back more profit

Objectives

& Key message

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3

Highlighted Events

“Cathay’s Got Talents”

“Be Part of Cathay”

Objectives

Improve Cathay Pacific’s brand image

Regain the reputation and trust

Recruit and nurture young talent

Key messages

Provide highest standards of safety, security, reliability, and comfort for passengers

Bring positive impact

Provide a seamless and outstanding travel experience to customers

strive for excellence

in our service

Contribution to society

Target Market & Target Channels

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4

Target Market of “Be Part of Cathay”

Age: 18-25

Educational Level:

Secondary & Tertiary Education

Personality:

Outgoing, enjoy teamwork, and have team spirit.

Interest:

• See aviation sector as future career
• Enthusiasm in aviation
• Enjoy teamwork

Target Market

Target Channels

Official Website

Social Media

Media

Online & Offline Advertisement

To introduce the events and raise public attention by releasing press release of events

To promote events through Facebook and Instagram

To raise awareness in public by reporting the memorable moments of the events

To raise awareness among target audiences and encourage them to join

Event Execution

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5

Pre-Event

Event Application

Social Media Promotion

Engagement within Media

• Cathay’s Official Website
• Link in Social Media Platforms (e.g. link in bio on Instagram)

• Social Media Posts
• Hashtag Promotion

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• Press Release
• Event Invitation

“Be Part of Cathay”

Group Activities

On-Site Training

Career Talk

Closing Ceremony

Giving several tasks for participants to solve

Highlighting of the event: Giving out the chance for participants to experience different positions in aviation sector

Sharing session of Cathay’s staff

Take photos with all participants & deliver certificate to them

Group Activities

Briefing of event

Introduction of Cathay

Aviation Tasks

Mention about the upcoming activities of event

Introduce Cathay Pacific to all participants

Let participants try solving aviation tasks & Provide them with aviation knowledge

On-Site Training

Flight Simulation

Training in Cathay Pacific City

Role Play - Cabin Crew & Customers

Experience the VR flight simulator and learn about flight knowledge

Trial of training lesson for pilot and cabin crew

Learn how to be a cabin crew & let participants play the role of cabin crew

Career Talk

Aviation sector’s knowledge

Staff Sharing

Q&A Session

Expertise teach about the knowledge when on flight

Pilot & Cabin crew share their working experience

Let participants ask questions about the staff’s work

Closing Ceremony

Photo-Taking Session

Location

Certificate

Guests

Taking photos with guests & certificates by media

Located in the Parking Apron

Deliver certificate to participants

Invite guests from the Government & Airport Authority

Post-Event Recruitment

“Cathay’s Got Talents”

“Cathay’s Got Talents”

Aim

Target Audience

Time

Look for new talents & recruit them

People who are interested in aviation sector and able to challenge themselves

Two Months after the main event

“Cathay’s Got Talents”

Case Competition

Information day

• Participants will work as a group to solve specific question
• Present after preparation in Cathay Pacific City’s training room
• Winner will get prize

• Several different positions vacancies post out
• Provide with job duties & information
• Staff answer question beside the info booth inside Cathay Pacific City

Texts for the PR Activities

6

1. Banner ad

Launch banner to grab people’s attention

• Place banner in MTR, bus stops and inside university campus etc.
• Increase event exposure to target audience
• Create buzz

#Be Part of Cathay

2. Leaflet

Deliver leaflet in campus/ airport

• Grab attention for the event

Forward to Cathay’s official website after scanning the QR code

Fill the application form directly

3. Social media posts

723k followers on Instagram

• Highlight keypoint of the event
• Maximize event exposure
• Reach target audience more accurately

4. Event Invitation to Media

• Invite online media to report ‘Be Part of Cathay’ event
• Reach a larger audience quickly

(1) Introduce event content briefly

(2) State objectives

5. Press Release

• Clearly state company, objective, and event details
• Names of events and locations
• State for immediate release and word count

5. Press Release

(1) State objectives

(2) Introduce event content

5. Press Release

• Over cluttered, lots of repeated information
• No email or link provided
• Unnecessary CEO quote that repeats objectives from earlier

5. Press Release

(1) State objectives

(2) Introduce event content briefly

5. Press Release

• Removed CEO quote due to clutter
• Trimmed paragraphs for readability/clarity
• Focus on main objectives and event details
• Added link and email

6. Promotion Email

(1) State potential benefits

Timeline

7

PR Event timeline

Group Activities

On-Site Training

Career Talk

Closing Ceremony

“Cathay’s Got Talents”

Advertisement on various channel

Event Application

Social Media Promotion

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Engagement within Media

1

Pre-event

Post-Event

Event

2

3

4

6

5

Timeliness of communication

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Who PR teams & marketing teams

Why Generate Interest and Excitement, Increase Attendance

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What Upload social media posts, do hashtag promotion

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Where Social media eg. Instagram, Facebook

Action 1: Social Media Promotion

Timeliness of communication

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Who Event teams & marketing teams

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Why Manage the registration of applicants

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What Open Application for the event

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Where Cathay Pacific’s official website

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Action 2: Event Application

Timeliness of communication

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Who PR teams

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Why Raise Publicity, Awareness and increase Media Coverage

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What Press Release, Event Invitation

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Where Press release on Cathay Pacific’s official website & send email invitation to the media

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Action 3: Engagement within Media

Timeliness of communication

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Who Marketing teams and event teams

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Why Gain a deeper understanding of Cathay Pacific daily operation, personal experience of

Cathay’s staff and working opportunities

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What Include Group Activities, Career Talk, On-Site Training, Closing Ceremony

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Where Cathay Pacific City

Action 4: “Be Part of Cathay”

Timeliness of communication

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Who Marketing teams, PR teams and content teams

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Why Reach a Wider Audience & boost registration of Cathay’s Got Talents

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What Promotion for “Cathay’s Got Talents” & Open application for“Cathay’s Got Talents”

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How Promotion in the 6 ways (Banner ad, Leaflet, Social media post, Social media ad, Event

Invitation to Media, Press Release and Promotion Email)

Action 5: Advertisement on various channel

Timeliness of communication

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Who Event teams

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Why Recruit and nurture young talent

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What Include Case Competition & Information day

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Where Cathay Pacific City

Action 6: “Cathay’s Got Talents”

Evaluating

effectiveness

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8

Effectiveness Evaluation (Direct)

Participants Opinion

Social Media Engagement

Number Of Activities Applicants

Likes. comments, direct messages, replies, saves, clicks and followers on related posts

Questionnaire will be distributed to our activities participants to get feedback

How many people apply for

and attend “Be Part of Cathay”

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Effectiveness Evaluation (Indirect)

Media coverage

Number of job applicants

Number of Website traffic

Observe the changes of candidates number in before and after the activities happened

Track with the number of news, articles and social media that related to our activities

Measure the number of people that view the Cathay Pacific’s official website

Thank You