Working with McCann Worldgroup, Cathay Pacific created the “Artmap Project” an innovative birthday gift for over one million Marco Polo members.
An ingenious algorithm means that each Marco Polo Club member will receive a bespoke work of contemporary Chinese art via email on their birthday, inspired by their own travels with Cathay Pacific and Cathay Dragon over the past year.
Elaine Lee, Manager, Loyalty Marketing added: “Rather than send a mass-produced impersonal birthday greeting, we wanted to make a more meaningful connection with all of our tier members. Artmap creates some real emotional value for our members. Each Artmap is hosted on a mini-site, where members witness their piece painting itself before their eyes, elegantly illustrating their year of travel. If they choose, members can then print a hi-resolution copy of their birthday artwork for framing.”
This clever marketing tool actually works to reinforce the brand’s visual identity. The specially-designed digital brushstroke creates a completely new painting for each member, with no two artworks the same. The tool is also designed to give each Artmap its contemporary Chinese calligraphy look and feel, inspired by Cathay Pacific’s iconic Brushwing.