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Cathay Pacific Airways is making a major effort to expand its global brand.
The push, unveiled this week by Cathay Pacific Central Team, housed within McCann Erickson, was more than six months in the making and marks some of the client’s most integrated work to date.
The first element of the campaign will see the carrier’s microsite expanded to include 100 Cathay Pacific staff profiles.
Also, Cathay has inked a deal with EMI to secure the rights to Robbie Williams hit song “Feel,” which will become the signature tune for platforms including hold music, boarding music and Web portals.
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