While Cathay Pacific enjoyed strong brand recognition in Asia, its presence in the U.S. market was far less established. Winning the co-branded card RFP not only required a competitive financial offering—it required a creative vision that would effectively tell the brand story to a North American audience. The campaign needed to position the Cathay Pacific Visa Card as a status symbol and a practical tool that connected everyday spending to aspirational travel experiences via Asia Miles, the airline’s well-established loyalty program. Our approach needed to embrace Cathay Pacific’s Eastern heritage while remaining accessible to Western audiences.

The famous aphorism by Chinese philosopher Lao Tzu became our guiding theme: “The journey of a thousand miles begins with a single step.” The journey metaphor captured not only the spirit of travel but the practicality of rewards from purchases. Throughout the creative, we wove in additional wisdom from Chinese philosophers, including Zhuangzi (“A path is made by walking on it”) and Confucius (“Wherever you go, go with all your heart”), which aligned beautifully with Cathay Pacific’s brand identity. The campaign featured rich, immersive travel photography of cultural touchpoints throughout Asia, helping customers envision their journey to rewards.  

The result: Cathay Pacific selected Synchrony to be the issuer of the Cathay Pacific Visa Card, a relationship that has endured for years and helped both brands prosper.