ICLP launches new digital magazine for Cathay Pacific

13th Aug 2011

ICLP, the leading global loyalty agency, has recently launched the new Marco Polo Club Magazine on website and iPad on behalf of Cathay Pacific. The application has been developed by ICLP’s digital team based in Hong Kong in close collaboration with Cathay Pacific. The digital magazine will help serve the airline’s Marco Polo Club members, providing them with access to the latest news and offers anytime, anywhere.

The new digital Marco Polo Club magazine replaces the Club’s previous printed edition which was distributed quarterly to elite Club members only, with an electronic version hosted on the Cathay Pacific website for all tier members.  The launch of the new digital magazine continues the evolution of the airlines digital strategy, having already released several iPhone applications in the past year.  The application is available as a free download from the iTunes App Store.

Stephen Hay, Regional Director ICLP Asia Pacific said “Working on the new digital Marco Polo Club magazine has been an exciting project and once again has allowed us to demonstrate our digital expertise.  Cathay Pacific has been a valued client for over 10 years, and so it further strengthens our long standing relationship to provide cutting edge services to help increase customer loyalty and engagement across multiple channels.”

The digital magazine will be accessible by Diamond, Gold, Silver and Green members and provide them with updates from the Marco Polo Club, Cathay Pacific, Dragonair and other Club partners.  Additional exclusive content includes insightful travel articles, destination features, hotel information, news and events from Hong Kong and cities around the globe.

Launched on 26 June, the new digital magazine was designed to have a reduced environmental impact whilst providing a more effective and engaging communication channel with the airline’s loyal programme members.  Within a week of launch the iPad application had achieved over 1,000 downloads, marking the success of the project.


Grace Poon from Cathay Pacific Loyalty Programme Ltd. commented, “The launch of our Magazine application for The Marco Polo Club represents the next step in our evolution to better engage with, and deliver additional value to our Club members. With their extensive industry knowledge and the experience they had already gained from working with us, we were confident that ICLP had the capability to deliver this new initiative for The Club.”


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