Cathay Pacific sought to create a virtual reality experience to celebrate the arrival of the Airbus A350-1000 and their new Hong Kong – Washington route.

With the addition of a new ultra-long-haul route and the incorporation of the state-of-the-art Airbus A350-1000 into their fleet, Cathay Pacific wanted to create something mind-blowing and original to do justice to this momentous occasion in their history. With a number of high-profile shows and conferences throughout September and October 2018, Cathay Pacific wanted to go above and beyond to wow and delight customers and internal stakeholders alike with a fun, memorable and sense-rich experience.

Cathay Pacific and Neutral Digital collaborated to design and implement a VR storyboard that would show the prospective passenger visual and interactive highlights of the livery, the cabin and the brand itself. We created a mechanism to encourage full exploration of the Cathay Pacific experience by means of gamification, allowing users to progress through the cabin by role-playing as crew, eventually earning their wings as Captain in the interactive cockpit by completing a series of challenges.

We incorporated virtual flight attendants to guide the user through the experience at every step of the way. Incorporating this element is a fantastic way of communicating a brand’s look, feel and ethos. For Cathay Pacific, Grace and Nadia interact with the user, explaining each feature of the experience and encouraging them on their journey towards earning their wings.

Date created: October 2018 2018-10-01T00:00:00+0100
Date published: 6 February 2019 2019-02-06T18:12:08+0000


Virtual Reality Marketing — Top 10 VR Marketing Experiences of 2018


Project featured: on 14th February 2019

Cathay Pacific A350-1000 VR Experience