Cathay Pacific uses AI to treat burnout with a travel prescription
Cathay Pacific teams up with Leo Singapore to launch an AI-powered vacation doctor targeting the chronically overworked
Singaporeans may be racking up overtime, but not vacation days. According to Expedia’s 2024 Global Vacation Deprivation report, 62% of Singaporeans say they rarely use all their annual leave. Enter Cathay Pacific’s newest antidote to burnout: a travel campaign with AI as the doctor.
This article explores “Tripment,” a tongue-in-cheek campaign that repositions air travel as medicine, with a digital doctor diagnosing workplace fatigue and prescribing time off.
Short on time?
Here’s a table of contents for quick access:
- What is the “Tripment” campaign?
- How the AI doctor works
- Why this campaign targets Singapore
- What marketers should take away
Patrecia Meliana
What is the "Tripment" campaign?
“Tripment” is a digital-first campaign led by Dr. Teck M.C., a fictional AI doctor built with OpenAI GPT, Whisper, and ElevenLabs' custom voice tech. His specialty? Diagnosing modern afflictions like “Monday-itis” and “Corporate jargon-xiety” and prescribing the only known cure: a vacation.
Users can book real-time teleconsultations via a campaign microsite, share their workplace gripes, and receive a personalized “Vacation Certificate” complete with a recommended destination and an exclusive Cathay Pacific promo code.
The campaign runs across Meta and TikTok, supported by local influencers. It also follows on the heels of another humor-driven Cathay Pacific push featuring comedian Jimmy O. Yang, who dramatized in-flight dining as a blockbuster experience.
How the AI doctor works
The star of the show is Dr. Teck M.C., a CGI character with a warm voice and an unnervingly accurate bedside manner. The use of GPT and Whisper allows the AI to process voice input and generate travel recommendations in real-time, with ElevenLabs providing the naturalistic vocal layer.
The experience blends AI novelty with comedic timing. Applicants interact with Dr. Teck M.C. as if on a video call, receive humorous diagnoses, and are rewarded with a digital certificate prescribing travel. Cathay Pacific then sweetens the deal with a booking incentive.
Jonathan Ng, Cathay Pacific’s Head of Customer Travel and Lifestyle for Southeast Asia and Oceania, explains:
“The cure begins the moment you board a Cathay Pacific flight, with one of the world’s largest inflight entertainment libraries and a menu inspired by the best of Hong Kong.”
Why this campaign targets Singapore
The choice of Singapore as the campaign’s focus is no coincidence. The city consistently ranks among the most overworked globally, making it fertile ground for a campaign that rebrands rest as necessity, not indulgence.
“Traditional ads are about as effective as yelling ‘Relax!’ at a stressed person,” said Gayle Lim, Creative Director at Leo Singapore. “So we created Dr. Teck M.C to deliver a more playful reminder: stop feeling guilty and book that holiday.”
By tapping into local work culture and pairing it with the viral appeal of AI-generated personalities, the campaign finds resonance without sounding preachy. It also positions Cathay Pacific not just as an airline, but as a lifestyle solution provider.
What marketers should take away
For marketers, this campaign offers three key lessons:
1. Use AI for personalization with humor, not gimmicks
Dr. Teck M.C. isn’t just a chatbot. He embodies a character, delivers jokes, and ties product offerings to real user pain points. This makes the AI execution feel fresh, not forced.
Patrecia Meliana
2. Rethink how to reframe your product
Cathay Pacific doesn’t sell tickets here. It sells the need for a ticket by making air travel a playful prescription for mental health. Marketers can take a cue from this reframe strategy when promoting anything from software to snacks.
3. Lean into cultural context
This campaign works because it speaks directly to the overworked culture of Singaporeans. Brands looking to localize their campaigns should ask: what are people really stressed about, and how can we meet them there without lecturing?
