Airport Authority's Karen Ng on winning the trust race in uncertain times

In an era where consumer attention is the rarest commodity, established brands face a unique paradox: heritage is their greatest asset, but legacy can often become a heavy anchor. To remain part of the cultural conversation, "business as usual" is no longer a viable strategy.

This challenge is underscored by the 2025 SCMP Annual Brand Survey, which revealed that during periods of economic uncertainty, six in 10 consumers maintain loyalty to trusted brands - nearly six times more than those with lower trust levels due to unmatched product or service quality.

For Karen Ng, general manager of corporate branding and marketing at Airport Authority Hong Kong (AAHK) (pictured), navigating this landscape means grounding relevance in a meaningful connection to what people value: functionally, emotionally, and culturally.

In the high-stakes, high-efficiency environment of an international airport, Ng believes that trust is earned through a delicate balance of "frictionless" service and human-centric storytelling.

For global travellers, relevance begins with the removal of friction. AAHK has moved beyond being a mere transport hub to becoming a service innovator, using tech to instil confidence at every touchpoint.

“The MyHKG app is a prime example, consolidating real-time information and personalised services into a single interface,” Ng said. “We also introduce programmes such as layover workshops that transform waiting time into moments of discovery and engagement, alongside continual enhancements across the end-to-end airport journey.”

Cultural connection and authenticity

Beyond its functional role, HKIA builds relevance with the broader Hong Kong community through shared pride and cultural storytelling. The airport’s annual arts and culture festival, for instance, transforms the terminal into a living gallery that showcases local creativity, reinforcing the airport’s position as a staple of everyday Hong Kong life.

AAHK is also humanising the brand by highlighting the people behind the operations. “Our ‘Transit of life’ collaboration with Youku is a strong example,” Ng explained. “Through concise, well-crafted storytelling, we shared behind-the-scenes perspectives on how HKIA runs, paired with our leaders’ visions for the future. This makes the airport feel more human and relatable to a wider audience.”

As one of the world’s most recognisable airport brands navigating a fragmented media landscape, Ng emphasises that the goal is not to reinvent the brand, but to express its core strengths in ways that are immediate and culturally resonant.

“For a brand such as HKIA, relevance means going beyond functional delivery to create familiarity, warmth, and pride,” she said. “When people feel understood - not just processed - they engage more deeply and choose us instinctively. Emotional resonance doesn’t replace our core strengths; it amplifies them.”

While HKIA must speak to diverse audiences across multiple platforms, Ng maintains that brand coherence starts long before creative execution. It begins with a unified internal culture.

“What I’m most encouraged by is seeing everyone at HKIA—well beyond the branding and marketing teams—aligned around the same goal and future direction,” Ng added. By combining world-class operations with emotionally resonant storytelling, AAHK ensures the airport remains a trusted and meaningful icon for both travellers and the Hong Kong community.

She added, "Our senior management has set a strong example in clearly articulating that vision, and it’s consistently shared across teams—from operations and new market development to retail and advertising. Because of that alignment, the product, services and traveller experience we bring to market are already coherent by design."

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