HK Express and CR7 LIFE Museum partner up to launch thematic aircraft

HK Express and CR7 LIFE Museum Hong Kong have partnered up to unveil a thematic aircraft, celebrating their partnership which sees the airline becoming the official Asia airline partner of CR7 LIFE Museum Hong Kong.

This collaboration is the first of its kind in Asia between an airline and a global football icon's lifestyle brand. To celebrate this partnership, a special "HK Express x CR7 LIFE Museum Hong Kong" themed aircraft livery made its debut today, symbolising a new chapter in aviation-sports collaborations.

The "HK Express x CR7 LIFE Museum Hong Kong" aircraft livery draws inspiration from HK Express' "Gotta go your way" spirit, embodying football legend Cristiano Ronaldo's charisma and relentless determination. The design artfully combines both brands' signature colours, turning this collaboration into a visual spectacle for football fans and travellers alike.

Starting in mid-July, HK Express will launch exclusive "HK Express x CR7 LIFE Museum Hong Kong" travel lifestyle merchandise across all flights – including premium and practical luggage straps, stylish passport covers, and versatile travel kits, all featuring iconic design elements from the collaboration.

To celebrate CR7 LIFE Museum Hong Kong's grand opening in July, HK Express will host social media campaigns from July onwards with chances to win merchandise and free flights. 

Jeanette Mao, CEO of HK Express, said: "As Hong Kong's only low-cost carrier, HK Express always strives to pioneer with an innovative spirit. We firmly believe that aviation is not only a bridge that connects cities but is a force for promoting cultural and economic exchanges. This collaboration with CR7 LIFE Museum Hong Kong marks a breakthrough in sports-cultural tourism and demonstrates our commitment to supporting local sports culture while enhancing traveller experiences."

Mao added: "As an international metropolis, Hong Kong is not only a key tourism hub in Asia but is also a host for world-class sports and cultural events. We are honoured to participate in this groundbreaking project that combines sports, culture, and tourism. Through our extensive Asian network and diverse services, we offer unique sports and cultural-themed journeys for global travellers while reinforcing Hong Kong's status as a renowned premier hub for mega events on the world stage. HK Express will continue supporting Hong Kong's sports and cultural industries to energise the city's development."

Filipe Goncalves, chairman of Svenska Capital, said: "We are delighted to announce CR7 LIFE Museum Hong Kong's partnership with HK Express. This joint venture between a football superstar’s personal lifestyle brand and an airline is the first of its kind in the world. Through HK Express' comprehensive Asian route network and the debut of our themed aircraft livery, we look forward to welcoming global travellers and fans to Hong Kong to explore Cristiano Ronaldo's life, career achievements, and extraordinary legacy together."

MARKETING-INTERACTIVE has reached out to HK Express for more information.

Back in June, football star Cristiano Ronaldo launched the first-ever CR7 Life flagship store at Times Square in Hong Kong, with the aim of redefining the shopping experience.

The CR7 Museum, which will be opened in July at K11 MUSEA in Tsim Sha Tsui. The flagship store is part of Ronaldo's mission to connect with his global fanbase on a deeper level, adding to the growing presence of his brand in Asia. 

According to the release, Hong Kong serves as the most suitable starting point for this journey, with the store launching alongside the upcoming CR7 LIFE Museum, a new space dedicated to celebrating Ronaldo's career, accomplishments, and continued influence on sports culture worldwide.

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