“Try before you fly”
Upon entering the site, web surfers can choose between having a male or a female guide (who also look real), and then choose between the First, Business or Economy class, just as they would on a real flight. The best part is that they can either choose to be “shown around” by the guide, or explore the photo-realistic interiors themselves. The former option demonstrates all of the key features and amenities available in each class, without a single click.

Once a surfer is in a particular cabin, he or she can test out the different conveniences in the cabin with ease, including common activities like working on a laptop and going to sleep. When doing the latter, the seats convert into fully-horizontal beds and cabin lights are dimmed. One can also walk around the plane and explore different cabins. Throughout this engagement, you feel a close connection with the Cathay Pacific brand, even though you're not on-board yet.

Deep connection with the real brand
Both Cathay Pacific’s loyal customers and first-time visitors are bound to experience a pull towards the brand when they visit this website. Those who’ve flown Cathay Pacific before will experience an acute sense of familiarity in the cabins, since the virtual reality tour mirrors the real cabin exactly. The tour reinforces the familiarity with the brand and is likely to work better than only repeatedly showing advertisements—as is often the case.

The online experience establishes connection to the real brand through the prevalent use of corporate colors and the logo around the site. The flight simulator is also unique, as it’s difficult to make out whether the pilots are photo-realistic 3D models, or if they are for real.

To many flyers that may have not flown Cathay Pacific before and are deciding between airlines to fly, this tour may just serve as the tipping point, since they can almost feel as if they’re in the plane. The level of interaction offered on the Cathay Pacific’s cabin virtual tour is unmatched.

Something unique about this website is that there is nothing “salesey” about the whole experience—a rare commodity in the online world today. But some website experts may argue that this might be an opportunity lost for Cathay Pacific. Generally, every website should have a goal—an end result to bring in revenue. Somewhat of a drawback of this website is that other than a small logo at the bottom right corner of the page, there is nothing that leads a visitor to the main Cathay Pacific website. It may have been worth putting direct links to booking tickets when visitors are in respective cabins. After all, airlines today need to strike the iron when it’s red hot.

Nevertheless, the virtual reality tour of Cathay Pacific’s cabins is a very cost effective way to allow masses of prospective customers to experience the product before they buy it, and have fun while doing so. This is brand awareness building in the purest form.