When budgets are tight why not use your employees to sell your brand?
 That’s what Cathay Pacific is currently doing with its new campaign: “Meet the team that goes an extra mile”.
The Asian airline has interviewed about 100 of its ethnically diverse staff and their short biographies are available on its site.
Nothing new about that… I can hear you say. Corporations have used employees again and again to portray their values and reach out to customers.
However, the tone of Cathay’s ads is different. Gone is the glitzy glamour usually associated with airline advertising. The photos of Cathay’s employees are like a series of snapshots into their private lives. The tone is candid and refreshing.
Take, for example, Irene Concepcion from the Philippines. In her profile, she writes about standing up to her father who didn’t want her to become a flight attendant. She is portrayed in the lotus pose wearing her yoga outfit.
 The spirit of “Meet the team that goes an extra mile” reminds me of the tone used by Asian bloggers. Social media in this part of the world often serve as an outlet for discussing topics that are not openly talked about in society.
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