Publicis Groupe Hong Kong Creates New Campaign for Cathay Pacific’s Aria Suite

Cathay Pacific has officially launched its new Business Class experience, the Aria Suite, complemented by an innovative campaign titled “Where Artistry Takes Flight,” created by Publicis Groupe Hong Kong. This initiative aims to elevate the travel experience by merging luxury with cutting-edge design, showcasing the meticulous attention to detail that characterizes the suite’s features.

This marks the first time Cathay Pacific has branded its Business Class product, supported by a campaign that highlights the state-of-the-art features making the Aria Suite the pinnacle of comfort and privacy. “Where Artistry Takes Flight” captures the essence of transforming Business Class travel into an art form. Inspired by human-centric design, the campaign encourages audiences to view the Aria Suite as more than just another airline product—it’s a thoughtfully crafted work of art. With its unique sculptural form, ambient lighting, and carefully chosen textiles, the Aria Suite places viewers at the center of the experience, allowing them to feel this artistry as they soar through the skies.

The launch film illustrates a journey within the Aria Suite, from take-off to landing, emphasizing the sensory experiences evoked by each feature: adjustable warm lighting that mimics sunlight, a sculptural wrap-around design that creates the sensation of a private retreat, and a curated collection of artworks in the ‘Gallery in the Skies,’ depicted through painterly skies. The experience is further enriched by grassy fields that evoke the breathable feel of rohi’s woven wool, alongside flowing fabrics that enhance the comfort of the Aria Suite’s bedding.

Edward Bell, Cathay’s General Manager of Brand, Insights, and Marketing Communications, states, “The Aria Suite elevates Cathay Pacific’s already exceptional Business Class experience, necessitating a campaign that captures the artistry of its design while immersing the audience in sensory worlds inspired by the suite itself.”

Christopher Lee, Chief Creative Officer at Publicis Groupe Hong Kong, adds, “Cathay Pacific is redefining craftsmanship in Business Class. We aimed to develop a campaign that reflects the Aria Suite’s impeccable design and artistry. Every evocative scene and detail captures the warmth and tactile essence of the suite’s unique design, curves, and textures. Even the accompanying music is an original composition designed to evoke the suite’s timeless humanity with a contemporary beat.”

“The Aria Suite is your private sanctuary in the sky—a space to unwind in serene, comfortable luxury, where every detail has been meticulously considered to enhance your onboard experience,” explains Vivian Lo, Cathay Pacific’s General Manager of Customer Experience and Design.

Starting this month, Cathay Pacific will progressively introduce its newly designed Boeing 777-300ER cabins. In addition to the new Business Class experience, the Premium Economy and Economy cabins have also been thoughtfully redesigned for maximum comfort, with a keen focus on every detail.

The campaign kicked off with an exclusive launch event at HAECO Aircraft Hangar in Hong Kong, where celebrities, travel and lifestyle influencers, journalists, and valued Cathay members gathered for a grand unveiling of the Aria Suite in a space designed to reflect the suite’s warmth and elegance. The ‘Gallery in the Skies’ showcased artworks from artists deeply connected to Hong Kong, transporting attendees to another world. Out-of-home billboards will soon bring this gallery experience to audiences worldwide.