Cathay Pacific is an aviation & travel business in Singapore, and like many brands in this space the challenge was visibility: needed fast, polished coverage of a live event.
In a competitive aviation market, that gap costs attention. Audiences scroll past content that does not feel current, considered or true to the brand, and Cathay Pacific was giving them little reason to stop, follow or enquire.
The brief was clear: fix the way Cathay Pacific showed up online and turn its presence into something that earns attention and drives real enquiries.
Our focus was simple: turn Cathay Pacific’s presence into a channel that drives real business results, not vanity metrics. We built a consistent, on-brand content and campaign programme tailored to an aviation & travel audience in Singapore, with every piece working toward attention, trust and conversions.
Because the work was planned around outcomes and run consistently rather than in one-off bursts, it compounded month on month. It is the measurable side of our content marketing work for Singapore brands. Measured over 1 day, that discipline is what moved the numbers — starting with +64% reach generated.
What made the difference was matching the right content to the right channels, consistently, over 1 day. Instead of one-off posts, Cathay Pacific had a steady, on-brand presence that compounded.
The audience responded — a +64% lift in reach generated and +29% engagement — proof that consistent, well-produced content turns into measurable growth.
Want results like this for your brand? PaperCutCollective is a Singapore digital marketing agency. Eligible SMEs can claim support for a marketing package through the EDGE grant. Book a free strategy call.
