Cathay Pacific

brand / consultancy / design

Cathay Pacific is the flag carrier of Hong Kong and part of the Oneworld airline alliance. Cathay serve 180 destinations in 44 countries worldwide, with a fleet of over 140 planes that include first class, business class, and premium economy options. Cathay employ over 30,000 staff worldwide.


theblueballroom designed, directed, and produced numerous campaigns around Cathay’s ‘Work Well Done’ programme. With my team of designers, producers, and content managers, we created an entire company-wide experience of rewards and recognition. This included guerrilla-style vinyl drops, printed collateral, a limited edition book, video and photo direction, packaging, email marketing templates, an interactive web hub, and a prestigious award ceremony hosted at Hong Kong Football Club. We continue to work with Cathay Pacific on further recognition campaigns and performance management programmes.