Cathay Pacific focused on connected TV with Aria Suite campaign via Samsung Ads
Cathay Pacific has introduced its Aria Suite through a Connected TV campaign with Samsung Ads, reaching nearly one million households across Australia.
Cathay Pacific has launched its first multi-country Connected TV (CTV) advertising campaign in partnership with Samsung Ads, spotlighting its new Aria Suite to half a million affluent households across Australia.
The campaign, created by Publicis, ran as an immersive home screen takeover on Samsung Smart TVs. It reached almost one million households nationally, with 50 per cent of those households identified as high-income. The campaign aimed to generate awareness of Cathay Pacific’s new business class cabin across major routes including Sydney, Singapore, London and Vancouver.
With Samsung Ads holding a 45 per cent share of the Australian premium TV market, and half of its Smart TV households considered high income, the airline was able to achieve targeted reach among business class travellers. Ads were delivered in the evening, designed to align with the viewing habits of busy professionals, and highlighted the suite’s comfort by likening it to a night on the couch.
Edward Bell, General Manager, Cathay Pacific, said: “Samsung Ads has proven that it can provide us with the scale and flexibility we need from a global CTV partner. It was vital we reached a broad audience with our Aria Suite campaign, but without compromising on our desired high-income demographic. Samsung delivered on both counts.”
Sven Bally, Partner, Client Lead, Publicis, added: “The Aria Suite offers hotel-level luxury on long-haul flights so we developed an immersive creative in a relaxed setting that would bring that comfort to life. Placing the content front and centre on the biggest screen in the home delivered the impact we wanted for Cathay Pacific’s very first CTV campaign.”
Alex Spurzem, Managing Director, Samsung Ads Southeast Asia and Oceania, said: “Reaching a million Aussie households across five weeks – half of which are high-income – reinforces that Samsung TV households earn more and spend more. Cathay Pacific is the first Hong Kong brand to run a CTV ad campaign on Samsung Ads, showcasing how the region is evolving its focus to achieve brand cut-through in streaming-centric nations.”
