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Life Well Travelled Hong Kong

In January of 2016 I was invited by Cathay Pacific to photograph and develop a brand campaign around their home city--Hong Kong. The resulting images became the backbone for a globally launched interactive campaign and eBook called “Life Well Travelled Hong Kong.” LWTHK is an immersive adventure that sends travelers on an interactive virtual journey to Hong Kong. This first-of-its-kind work totally reinvents the travel guide by leading users through the sights, scenes and soundscapes of 17 different places around Hong Kong, including a teahouse, an art-filled hotel and a mountainside monastery. As each virtual page of our eBook is turned, photos, accompanied by 2.5D animated still images, digital video and audio, bring the city to life. Consumers can share content with their family and friends and also book airline tickets and other experiences, all from within the book. Since all airlines tend to advertise in the same way — by simply showing a destination along with a compelling fare price — we set out to create something fresh and unique. Something that would reach them on an emotional and experiential level. The goal was to bring all the fun and excitement of the city to life in a much more visceral way than traditional advertising does. We used immersive banners, social media and pre-roll to drive customers to the site, where they could learn about Hong Kong and download the book for free. Featuring lively stories from real travelers’ experiences, “Life Well Travelled Hong Kong” gives readers a unique perspective on Hong Kong’s history and culture, while also enabling them to plan their trip. The result: a brand new content platform that Cathay Pacific can use to promote other vacation destinations — and a perfect opportunity for future travelers to get a feel for the city. To view the work and download the eBook, visit: http://hongkong.cathaypacific.com. The book is also available on iTunes at: https://itunes.apple.com/us/book/life-well-travelled-hong-kong/id1135047048?mt=11.

Project Roles
Art Director, Creative Director, Photographer
Company
MRM//McCann
Skills
Adobe InDesign, Art Direction, Design, Photojournalism
Media
Advertising
Project Industries
Travel/Tourism
Life Well Travelled Hong Kong