Client Cathay Pacific

Release October 2018

Technology VR – Oculus Rift

Cathay Pacific A350-1000 VR Experience

Cathay Pacific sought to create a virtual reality experience to celebrate the arrival of the Airbus A350-1000 and their new Hong Kong – Washington route

“Neutral Digital worked to understand our business needs and have created a VR experience that celebrates our brand, heritage and modern fleet. Prospective customers have the chance to not only explore our new Airbus A350-1000 aircraft, but are also made to feel a part of the signature Cathay Pacific experience”

Edward Bell, General Manager of Brand, Insights and Marketing Communications at Cathay Pacific


With the addition of a new ultra-long-haul route and the incorporation of the state-of-the-art Airbus A350-1000 into their fleet, Cathay Pacific wanted to create something mind-blowing and original to do justice to this momentous occasion in their history. With a number of high-profile shows and conferences throughout September and October 2018, Cathay Pacific wanted to go above and beyond to wow and delight customers and internal stakeholders alike with a fun, memorable and sense-rich experience.


Cathay Pacific and Neutral Digital collaborated to design and implement a VR storyboard that would show the prospective passenger visual and interactive highlights of the livery, the cabin and the brand itself. We created a mechanism to encourage full exploration of the Cathay Pacific experience by means of gamification, allowing users to progress through the cabin by role-playing as crew, eventually earning their wings as Captain in the interactive cockpit by completing a series of challenges.

Flight Attendant

We incorporated virtual flight attendants to
guide the user though the experience
at every step of the way.
Incorporating this element is a fantastic
way of communicating a brand’s look,
feel and ethos. For Cathay Pacific, Grace and Nadia
interact with the user, explaining each feature
of the experience and encouraging them
on their journey towards earning their wings.

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