Increase the profile of Cathay Pacific Airways Singapore as one of the top three airlines in Singapore and create greater awareness on the achievements of Cathay Pacific Airways. For instance, Cathay Pacific Airways regularly wins "The Best Airline" awards and has remained as one of the few truly independent airlines that does a lot of good corporate work for communities where it is present.

Recognising that it is difficult to overcome national pride, FLEx took a very niche and targeted approach by speaking directly to decision makers, opinion leaders and influencers. A list was created of those that mattered and regular information on Cathay Pacific Airways was forwarded to them. In addition, a partnership was created with a charity that had the Speaker of the House as its patron, allowing Cathay Pacific Airways to build a very personal relationship.

Garnered much press and media publicity, and developed a much warmer relationship between Cathay Pacific Airways and the key leaders in the industry.