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Situation
The marketing team of Cathay Pacific USA and
Cathay Pacific Canada realized the importance of providing web-based services
and promotions tailored to North American audiences. But they required an
internet partner with a broad skill set – web development, customer
support, backend implementation/integration, world-class graphics
and media – to make it work.
Objectives
To use the web to reach and target non-traditional customers in
Canada, the USA, North American travel agents and small businesses.
Solution
The airline partnered with Equinox to implement a web-based membership
program for Canadian and USA consumers, travel agents, and small businesses.
By using state-of-the-art tools, and a number of highly successful online
promotions,
Cathay grew its membership base to a critical mass. We provided
the skills necessary to interface these promotions with legacy
and back-office systems and to automate data validation and
exchange.
Results
Cathay Pacific estimates its web marketing initiatives have generated
millions of dollars in sales over the past year, but benefits cannot
be measured in dollars alone. Customer response indicates enhanced
satisfaction with the Cathay experience. Equinox has played a large
part in this success, ensuring Cathay's 350,000 registered members
feel they're valued customers.
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