Cathay Pacific streamlines global travel campaigns with automated multilingual ads across Google and Meta

Cathay Pacific is a leading airline based in Hong Kong. With nearly 80 years of operation, the airline flies across Asia, the Pacific, Europe, North America, the Middle East, and Africa. To manage the complexity of advertising in these diverse markets, each with its unique needs, Cathay Pacific turned to Cape for a streamlined and efficient solution for their Google Ads and Meta campaigns.

Challenge

Cathay Pacific manages ads across 32 countries, each requiring different languages, unique fonts, the right tone of voice, and accurate origin and destination details.Additionally, they launch ads across many channels and formats, and provide multiple destination options for their ads. Manually creating this content led to an overwhelming workload and extensive back-and-forths to ensure accurate translations. Coordination across time zones further complicated onboarding and team communications, revealing the need for a solution to streamline their workflow and ensure accurate market-specific content.

Objective

Campaign Localisation

Industry

Travel

Solutions

Using Cape’s integration with Google Ads' Performance Max campaigns and Meta, Cathay Pacific can now seamlessly create multichannel ads, allowing them to automatically create and add assets to the Google Ads library while Cape’s Template Designer scales ads and automates the process. Cape's location-based feed enrichment generates tailored ads for each market by integrating the output feed with Meta Catalog Manager. Localised travel ads are automatically customised with each language and all ads having the right tone of voice, origin, and destination - all managed within Cape. With around 9,000 data records across 13 languages, the process translates seamlessly into Meta Dynamic Product Ads, enhancing workflow and market consistency.

Dynamic Advertising

Publishing

Digital Asset Management

Creative Automation

Results

Cathay Pacific now benefits from a streamlined process for managing Google and Meta ads, significantly reducing manual effort and ensuring accuracy. The integration of Performance Max ads and automated asset creation has improved efficiency and market-specific targeting. Cathay Pacific has already produced over 8,000 fully automated assets. These successful early results have led the company to consider expanding this solution. With Cape's automation, they can focus on strategic goals while maintaining efficient, precisely targeted advertising across diverse markets.