The Sounds of Travelling Well

McCann Worldgroup Malaysia and Hong Kong have collaborated with Cathay Pacific and Cathay Dragon — which was recently launched in Malaysia — to create an innovative music piece, “The Sounds of Travelling Well” in their latest campaign, slated to run this month.

“The Sounds of Travelling Well” was composed from thousands of sounds recorded whilst travelling around the Asia-Pacific region.

These audio moments are familiar to travellers on a journey, and in this case, the sound featured were unique to Malaysia, Osaka and Kyoto.

They included buckling up at the Kuala Lumpur International airport, ordering street food in Osaka, crossing a busy street in downtown Hong Kong, and attending a bamboo cutting ceremony in Kyoto. All these were recorded and then re-mixed by Fuse Adventures music studio into one unique song.”

“Travel ads tend to communicate using strong, colorful and exciting visuals — come see the wonderful sights and shiny bright lights of this or that city.

We travel with our eyes. But what if we said you could travel with your ears to the same place, and have a totally different experience?” said Sean Sim, CEO of McCann Worldgroup Malaysia.

“We felt there was an opportunity to give our travellers an interesting perspective, via sounds instead.”

Anna Choi, Country Manager Malaysia and Brunei of Cathay Pacific added: “We went on an international journey to record thousands of audio moments and then crafted these sounds into one harmonious blend of rhythm and melody.

“We hope this will inspire our travellers to discover the beauty of travelling well from a whole new perspective.”

The campaign runs online from end of July to end of August in Malaysia. To complement the campaign, Cathay Pacific is also running a contest on their microsite for four weeks and the winners of the contest will take home a pair of tickets to a destination in Asia.

Experience the full song and music video, and learn more about the campaign at


Cathay Pacific Airways Limited (Hong Kong)

Julianna Ng – Marketing Manager – International

Fiona Tang – Marketing Officer

Cathay Pacific Airways Limited (Malaysia)

Anna Choi – Country Manager Malaysia and Brunei

Loo Maylin – Assistant Marketing Communications Manager

McCann Kuala Lumpur 

Sean Sim – Chief Executive Officer

Ng Heok Seong – Chief Creative Officer

Creative Team

Yow Kuan Wai – Associate Creative Director

Zachary Yeoh – Copywriter

Thomas Chiew – Designer

Audio-Visual Production

Pauline Moreira – Head of AV

Digital Team

Yuinny Soong – Digital Project Manager

Jason Chia – Digital Tech Lead

Hanafi – Digital Designer

Planning and Business Management

Nura Yusof – Head of Strategic Planning

Jeannette Laws – Business Director

Carmen Lim – Brand Manager

Amber Gan – Brand Executive

McCann Hong Kong – Cathay Pacific Central Team

Creative Team

Martin Lever – Executive Creative Director

Rick Kwan – Creative Director

Agnes Lee – Associate Creative Director

Fanny Lau – Associate Creative Director

Dan Jacques – Senior Writer

Daniel Cheong – Senior Art Director

Business Planning and Management

Brandon Cheung – Managing Partner

Karen Chan – Planning Director

Victor Lam – Group Account Director

Eva Cheung – Senior Account Director

Patricia Chung – Senior Outport Manager

Fuse Adventures in Audio

Jimmy Tan – Producer

Chawirat Tan – Producer

Onn-Jian Lim – Sound Engineer

Kimberly Chin – Music Composer

Passion Pictures

Darrel Tan Hyon-Lè – Film Director

Zureen Zulkifli – Executive Producer

Felicia Choi – Producer

Kenz Koh – Director of Photography

Alex Thong – Sound Recordist

Post Production – VHQKL


For the seventh year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year. Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.

Speakers with digital domain expertise:
• Hando Sinisalu, CEO of Best Marketing International
• Kyoko Yonezawa, Creative Technologist and member of Dentsu Lab Tokyo
• Scott Gray, Experience Director, Mirum South Africa

Global Case Studies include:
BANKING & INSURANCE: Compare The Market, Advocards, Allianz, Ally Bank, Barclays….
TECHNOLOGY & STARTUPS: Hubspot, Pipedrive, MoveHub….
AUTOMOTIVE: Volkswagen, Volvo, Nissan, etc FMCG: Ariel, Unilever, Snickers…
RETAIL: McDonald’s, Harvey Nichols, Zalando….
TRAVEL & TOURISM: Qatar Airways, Transavia, Finland Tourism, Sweden Tourism, KLM…

Each best practice case study is presented based on…
Business problem: What is the market situation? Who are the competitors? What is the target audience? What are the main business/marketing challenges? What are the goals?
Solutions: What are the consumer insights? What was the creative strategy? What was the media strategy? What were the results of the campaign?
Lessons: What other marketers from other countries/other business sectors could learn from this case study? What are the main mistakes to avoid?

The Best of Global Digital Marketing Conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.

Date: 14 August, 2017 (Thursday)

Venue: Sime Darby Convention Centre, Kuala Lumpur.

Time: 8.30am – 5.00pm

Book your seats early! Call Ruby on 03-77262588 or [email protected]

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene