Cathay Pacific Readies For Sevens Onslaught

Cathay Pacific is bypassing traditional media channels to launch its 2010 co-title sponsorship of the Hong Kong Sevens, with Facebook and Twitter fans to get the first look of its TV spots.The 2010 campaign will run with the theme of 'The fun is back!" to create an uplifting experience across the territory. Unlike previous years, Cathay Pacific will roll out the TV spot on a dedicated mini-site, Facebook and Twitter this Friday first before airing it on television in early March. Ali Bullock, online marketing manager at Cathay Pacific, said last year's video competition was such a hit that they are doing it again. The Cathay Pacific's Hong Kong Sevens video competition encouraged people to submit a video clip based on the theme of "fun" with the top three videos shown on the main screen at the Hong Kong Stadium on the final day of the Sevens. The video with the loudest cheer will win.A new element this year is to use Twitter to involve those who can't be in the stadium to keep track of the action via live tweets of match results and special happenings.Cathay Pacific is also giving away prices everyday starting this week when its Twitter followers send out Sevens-related tweets with #hksevens. Additionally, the airline has launched a branded Hong Kong Sevens Alibi application for those that will be having so much fun at the rugby match and wouldn't have time to update their Facebook or Twitter status. They could register for the Alibi next month on its mini-site. To support its digital buzz, the special edition of its City Guide featuring the best things to do and places to be during the Sevens weekend is available and its blog focusing on Hong Kong and rugby for the month of March. The digital campaign is supported by print advertising in newspapers and outdoor targeting business travellers. McCann Erickson is the creative agency and UM is the media planning and buying agency for this initiative.