Cathay Pacific Airlines awarded us an exciting project to launch their revised Reward and Recognition programme. Our brief was to continue the momentum of Cathay’s recently launched Work Well Done recognition programme, an ongoing celebration of great people doing great things for the airline.

Our support was specifically required to introduce a new annual staff awards programme and organise the annual awards ceremony, event planning and communication materials.

Our creative included the production of EDMs (Employee Direct Mail), posters, vinyls, digital screens, coffee cup holders and magazine articles, among others. These all needed strong and engaging content to champion the Niki and Betsy Awards (named after the first two Cathay aircraft) and encourage people to nominate colleagues and teams, sharing stories where people had gone above and beyond.

The campaign ran for two weeks, followed by a three-day countdown phase, using multiple channels to ramp up the closing of the nomination phase. The goal was to reach over 2,000 nominations and on the last day we hit over 2,600!