HKIA raises public awareness of marine conservation with new exhibition

Hong Kong International Airport (HKIA) has launched an exhibition titled “Treasures of Western waters” (西部水域尋『保』記) in the public area of the arrivals hall to raise public awareness of marine conservation. 

Available until 8 June, the campaign is done in collaboration with media agency Mindshare, Oval Design for the production of the exhibition, Social Strategy Hong Kong and TVB for social content creation. 

A spokesperson from HKIA told MARKETING-INTERACTIVE that the exhibition aims to enhance public awareness of the rich marine life in Hong Kong's western waters and the Airport Authority Hong Kong (AAHK)’s proactive efforts to conserve these vital ecosystems.

The exhibition engages passengers and the public with interactive games that take visitors on a journey into Hong Kong’s western waters, allowing them to explore the rich and diverse marine ecosystem surrounding the airport. Featured inhabitants include Chinese White Dolphins (CWD), gorgonian coral, oysters, and a wide variety of fish. Exclusive souvenirs will also be distributed at the exhibition.

The exhibition is promoted on television, the MTR trackside digital motion network, online displays, owned social media platforms including Facebook, Instagram, YouTube, and LinkedIn, as well as third-party platforms such as celebrities' and local artists' Facebook and Instagram pages.

“This comprehensive approach ensures visibility and reaches a broader audience, inspiring more individuals to connect with and support our marine conservation initiatives,” said the spokesperson.

To make marine conservation efforts more accessible and appealing, the campaign has focused on creating a vibrant and engaging experience for all ages, according to the spokesperson. The exhibition features colourful designs and interactive elements. Furthermore, the campaign has partnered with a local artist and celebrities to transform mundane facts into fun, light-hearted promotional content.

In addition, the spokesperson said that the marketing strategy is dual-faceted: the onsite exhibition provides incentives to encourage user-generated content, amplifying its online reach, while online promotions drive foot traffic to the event.

The exhibition marks the beginning of a series of activities promoting AAHK's efforts in enhancing the ecology and biodiversity in Hong Kong’s western waters and related public engagement activities. Upcoming activities comprise educational eco-tours for students, green groups and other stakeholders in the second and third quarters of this year, and a fish restocking exercise in line with the National Fish Releasing Day on 6 June.

AAHK is committed to protecting and enhancing the ecology and biodiversity around HKIA, according to the release. For example, it has partnered with the Agriculture, Fisheries and Conservation Department to establish Hong Kong’s largest marine park, the North Lantau Marine Park (NLMP), which connects with the nearby marine parks. These interconnected areas form a protected area that benefits Chinese White Dolphins (CWD) and the broader marine ecosystem.

Vivian Cheung, acting chief executive officer of AAHK, said, “HKIA sits on a trove of marine treasures in the western waters. Considering the unique location of the airport and the characteristics of species in this area, we have designed and implemented a series of conservation measures. AAHK is committed to achieving a balance between airport development and environmental protection. Our ultimate goal is to develop HKIA into one of the greenest airports in the world.”

Tse Chin Wan, secretary for environment and ecology, said: “ The government has always been committed to protecting marine ecology. In the past five years, we have designated three new marine parks, which increased the total area of protected marine habitats in Hong Kong by 1.5 times to more than 8,500 hectares. The North Lantau Marine Park (NLMP) is the eighth and largest marine park in Hong Kong. We hope to join hands with all sectors of the society to drive ecological civilisation and create a greener and sustainable future.”

Don’t miss: HKIA reinforces position as global transit hub with new drama series

Back in January, HKIA launched a campaign to reinforce its position as a leading global transit hub, connecting mainland China to the global aviation network.

Also known as “Transit of life” (這就是轉機), the campaign featured an innovative dual-video episode format, comprising both a documentary and a short drama series, featuring Chinese filmmaker and artist Sylvia Chang as “AA experience ambassador”.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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