Cathay Pacific teamed up with McCann Worldgroup for its #WakeUpFresh in Europe campaign, celebrating the airline’s latest effort in expanding its network to Europe, as well as offering morning arrivals of European routes.
The four-day event took place at the bustling Fashion Walk in Causeway Bay last week, with exact replicas of the iconic check-in counter and departure gates installed. Presented with roundtrip tickets to Brussels, Copenhagen or Dublin, the three direct routes of which Cathay Pacific has recently introduced, game winners are granted a chance to enjoy direct flight and morning arrival benefits that the airline offers.
The authentic installation and game booth attracted over 4,600 participants over the four-day activation.
Edward Bell, general manager brand, insights and marketing communications understands the struggle Hong Kong travellers may have going on long trips. “Hong Kong travellers have limited annual leave and their travel time is precious,” said Bell. “With more direct flights to Europe than any other competitor in Hong Kong, Cathay Pacific offers travellers early morning arrivals and well-rested journeys compared to flights with stopovers.”
While travelling long-haul can be a tiring experience, the airline hopes to convey the message that travellers can #WakeUpFresh upon arrival by flying with its direct flights across 13 European cities.
Brandon Cheung, managing partner of McCann Worldgroup’s Cathay Pacific central team, said the campaign was a challenging but a fun one. “Using the iconic departure gates of HKIA was a fun way to bring the excitement of travel back to the streets of Hong Kong, while reinforcing the message that Cathay Pacific’s expanding European network is very strong.”