Airline Marketing Monthly - August 2018

CATHAY PACIFIC - EXPERIENCE THE LIFE OF A PILOT It’s now common for major airlines to profile staff, in particular pilots, on social media through short films. The aim is threefold.

It’s a good way to get brand messages across and to showcase the airline, it humanises the brand, and it’s a good recruitment tool.

One example is Cathay Pacific, which has been doing staff videos for a number of years. For example, in 2012 it ran a “day in the life” series, which netted a good amount of views.

The day in the life of a pilot video received 800k views, while day in the life of a flight

43 |

Airline Marketing Monthly - August 2018

attendant has almost a million views.

While not a sequel as such, Cathay Pacific came out with a “Experience the Life of a Pilot” video in July. While the 2012 pilot was a Western expat, the two pilots in the latest video are local, and largely speak in Chinese (with subtitles) on the video.

“Ron” (we’re not told his last name) a B-777 pilot trainer talks viewers through the preparations prior to a Hong-Kong to Tokyo flight.

As well as being narrated in Chinese as opposed to English, it’s different in style to the 2012 films.