Cathay Pacific gains ground with HK Sevens

SPORTING EVENTS   EVENTS SPONSORSHIP

Hong Kong - As one of the original sponsors of the Hong Kong Sevens, Cathay Pacific continues to use its title sponsorship to promote the airline through destination packages, corporate hospitality and branding exposure.

The rugby event offers Cathay Pacific an opportunity to engage with a larger audience through social media and crowd engagement activities, according to Camilla Taylor, marketing manager at Cathay Pacific.

"Cathay Pacific began small with only two aircraft in 1946 - we now have 130 in the CX fleet so we see how both CX and the Sevens have developed together over the years," she told Marketing Events.

Taylor felt Hong Kong Sevens is the perfect event to partner with as it brings visitors from all over the world to Hong Kong to show them what's great about the country.

Being the official airline of the event, Cathay Pacific is extending ‘Fly n See' packages for the Sevens throughout its network of over 160 destinations.

By sponsoring internationally-renowned events, Taylor added that the brand is also supporting the development of Hong Kong as a sporting hub and boosting the local tourism industry.

Cathay Pacific is one of the co-title sponsors of the Cathay Pacific/HSBC Hong Kong Sevens 2012 taking place 23-25 March this year. Other sponsors include Coca-Cola, DHL, EMC, Norton Rose, and Telstra.

The airline's pre-event publicity efforts include rerunning its 2011 TVC to allow viewers to enjoy the "epic ad".

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