Cathay Pacific Airways launched summer fare sales earlier this year. To promote the offering, and to raise awareness of destinations Cathay Pacific flies from the United States, the marketing team wanted to implement a new content strategy. Robecta Ma, the VP of Marketing in the Americas, knew she wanted a solution that invited consumers to think differently while maintaining Cathay Pacific’s authentic brand. She and the team decided to partner with Jebbit to power interactive content that could achieve these goals.
Cathay Pacific launched an immersive quiz with Jebbit’s platform, encouraging visitors to find the perfect summer vacation spot. The marketing team shared the quiz via email, Facebook, and Twitter. Consumers who engaged answered questions about their holiday inspiration and vacation preferences, and received a personalized destination recommendation.
The quiz drove a 95% completion rate, and 73% of the people who saw the quiz started it. While Cathay Pacific focused on engagement rather than lead capture, they still saw one-third of the people who finished the quiz enter their emails.