Last but not least: The special service
After Levi's had to put a campaign on hold due to recent events, the Asian airline Cathay has also been hit. Although the circumstances are far less dramatic, they are all the more precarious.
Photos had surfaced on the internet showing a woman wearing a Cathay uniform together with a man without a uniform - allegedly a Cathay pilot - having oral sex in a cockpit. In the planned campaign, the company promises its passengers that the team will "go the extra mile to make you feel right at home." Members of Cathay's crews were to be shown in their uniforms, making the promise of special service. The campaign is now to be held back for the time being. The timing of this scandal could not have been worse from a marketing perspective, according to a Cathay spokeswoman. It was obvious that the advertising slogan and the campaign could too easily be misinterpreted, ridiculed or mocked. Where she's right, she's right.
