A Cathay Pacific passenger using PressReader on their iPad. Image via PressReader

A Cathay Pacific passenger using PressReader on their iPad. Image via PressReader

To celebrate the 40th anniversary of APEX EXPO this year, we’re looking back at APEX members’ most significant achievements. Today, we delve into PressReader’s ongoing partnership with Cathay Pacific, which is helping passengers to lead a “life well read” as well as a “life well travelled.”

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In 2016, PressReader began working with Cathay Pacific’s marketing and passenger experience teams to provide a personalized reading experience for the three million passengers the airline serves each month.

During initial research, PressReader found that passengers chose to fly with Cathay Pacific because of its associated perks. As such, they decided to position the PressReader service as a premium offering, introducing differentiated access across the frequent flyer tiers and other passenger groups.

Cathay Pacific launched its PressReader service in November 2017 alongside an airline-wide marketing campaign that allowed Cathay Pacific employees to access it themselves. It was also rolled out across the carrier’s 27 lounges. Nikolay Malyarov, PressReader’s chief content officer, says connections to the service in 2019 have increased by 20% across all user segments in comparison to last year.

Since then, the two companies have worked together to create a new in-app experience for Cathay Pacific, which is now available for iOS, with an Android version launching imminently.

“The diversity of content and usage stats are […] a true testament to the power of content aggregation and not making decisions for end users.” – Nikolay Malyarov, PressReader

Malyarov explained, “While the service provides access to more than 7,000 newspapers and magazines, we worked with Cathay Pacific to make sure we highlight relevant publications for specific audiences. For example, we showcase more Chinese-language content and content categories to Chinese-language app users.”

“Rather than simply linking from the Cathay Pacific app into PressReader with messaging focused on the availability of the service, the messaging is dynamic, featuring the latest thumbnails of cover pages curated based on the airline’s profile of the user,” Malyarov continued. The dynamic messaging is updated automatically through an API.

“Of the top 50 titles consumed by Cathay Pacific passengers in 2018, 20 were newspapers and the rest were magazines. Over 3,000 of our 7,000+ publications were accessed at least once,” stated Malyarov. “This diversity of content and usage stats are great to see, as it’s a true testament to the power of content aggregation and not making decisions for end users, who, as I often say, represent the “me” generations, focusing on their own individual needs, interests, and passions.”

See more posts from the 40 Success Stories campaign.