Cathay Pacific Launches Multi-Layered Digital and Online Campaign to Highlight Travel Diversity in China

Cathay Pacific

Together with Passion Passport and Shangri-La Hotels and Resorts, travellers are invited to explore China

Cathay Pacific Airways USA today launched #MyChinaExperience, a multi-layered digital and online campaign to inspire and celebrate the diversity of travel in China. Flying to over 22 destinations within China, this is the Hong Kong-based airline’s first US campaign centred on travel to mainland China, created following the overwhelming popularity of a photo contest by the same name in November 2014.

Hoping to engage, inspire wanderlust and introduce intrepid travellers to the many wonders of China, Cathay Pacific has teamed up with Passion Passport and Shangri-La Hotels and Resorts to kick off the first phase of the campaign, an Instagram photo/video competition. Travellers are invited to submit their own personal wanderlust-inspiring photos for a chance to win trip of a lifetime to China. The winner will embark on a 10-day adventure in China – visiting up to three cities of their choice – with flights courtesy of Cathay Pacific and hotel accommodations by Shangri-La.

To take part, entrants must post an Instagram photo or video that shows their inspiration to travel to China and include the hashtag #MyChinaExperience between Monday, July 13, 2015 and Friday, July 24, 2015. Posts must include a caption detailing what the entrant found personally memorable or significant about the photo or video, explaining where they were and how the experience inspired them.

Entries will then be reviewed by a panel of judges comprised of three travel experts, including travel journalist Annie Fitzsimmons, contributor to an array of prestigious publications such as National Geographic Traveler; and renowned travel photographers Pei Ketron, and Tyson Wheatley. Judges will select the winner, as well as honourable mentions for the contest. These will be announced on the Passion Passport website as well as Passion Passport’s Instagram channel on Sunday, July 26, 2015.

During the 10-day adventure, winners will explore China’s diverse offering of destinations to take in a wide array of stunning landscapes and connect with the local people and customs. To document the experience, the winner will be joined by Passion Passport’s professional videographer to share the sights and sounds with the Passion Pasport community to aptly accompany the winner’s own personal travel story. Travel must occur in September or October 2015.

Additional phases of #MyChinaExperience will launch throughout 2015 and beyond. To visit the campaign website, click here.