Cathay Pacific
How Alkimi's multi-market 100% SOS campaign stole brand preference from Emirates and drove 77% ad recall across 8 European markets.
Key Results
77%
Ad Recall
60%→40%
Emirates Preference Stolen
+16pp
Brand Preference Lift
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Client
Cathay Pacific
Vertical
Travel · Aviation
Flight Dates
October · November 2025
Formats
100% Share of Screen (SOS)
Markets
UK, Germany, France, Italy, Spain, Netherlands, Switzerland, Belgium
Buying Model
CPM with Brand Lift Study overlay
KPI Targets
Brand preference shift, ad recall, consideration uplift
Campaign Objective
Increase brand consideration and preference for Cathay Pacific
The Challenge
Cathay Pacific competes against deeply entrenched European carriers and Gulf super-connectors for the European long-haul travel market.
The challenge was ambitious: shift brand preference in a market where competitor held a dominant 60% preference share, while building recall and consideration across 8 diverse European markets simultaneously — each with different travel behaviours, competitive landscapes, and media consumption patterns.
Publisher selection and domain categorisation tailored per market. Travel-focused inventory was prioritised in high-performing markets (Italy at 2.02% CTR, Spain, UK, Netherlands).
Ads placed within travel, lifestyle, news, and general interest verticals across each market, with real-time optimisation shifting spend toward the highest-engaging categories.
Nielsen-powered study with 150 control + 150 exposed respondents (UK as benchmark market), with weighted European projections across all 8 markets.
An additional proprietary measurement layer tracking Cathay Pacific's presence in AI-generated flight recommendations across LLM platforms.
The Alkimi Approach
35+ audiences
80% ad recall, 91% awareness, 89% favourability — strongest across-the-board segment
Premium earners
82% recall, 28% preference, 60% intent — premium positioning resonated with affluent travellers
Male travellers
82% recall, +27pp intent lift (29% → 56%) — dramatic intent increase
Female travellers
+19pp preference lift, +17pp awareness lift — strongest preference and awareness gains