HKIA taps Pomato for talent push ahead of Terminal 2 opening

Hong Kong International Airport (HKIA) is stepping up its push to attract talent ahead of the opening of Terminal 2, rolling out a content-led campaign with local creator group Pomato (小薯茄).

The campaign is developed in collaboration with WPP Media Hong Kong and The Goat Agency, who worked alongside HKIA and Pomato on the execution. It is part of a wider effort to build awareness ahead of the HKIA Expo and Career Fair, taking place from 23 to 24 May at Terminal 2's arrival hall.

At the centre of the campaign is a long-form video that takes viewers behind the scenes of airport operations, highlighting the range of roles across HKIA. Rather than a traditional recruitment campaign, HKIA has opted for a more conversational approach. The video leans into Pomato's style to present airport jobs in a grounded, accessible way, bringing out the day-to-day realities of working at the airport.

The video is being promoted on Pomato's YouTube channel, as well as on Pomato and HKIA's social media channels, including Instagram and Facebook.

According to Augustin Chan, director, social and content marketing at The Goat Agency - WPP Media, the campaign is part of a broader effort to build momentum ahead of Terminal 2's opening on 27 May. It also aims to generate interest in aviation careers and attract more visitors to the career fair.

With Terminal 2 set to open within days, the campaign reflects how HKIA is linking its expansion plans with talent attraction, using creator-led content to drive interest at a key moment for the airport and the broader aviation sector.

Karen Ng, general manager, corporate branding and marketing, HKIA, said: “We are pleased to collaborate with Pomato again following the previous strong response. As we approach the opening of Terminal 2, this partnership helps us connect with the public in a more engaging and relatable way. Beyond driving visits to this year's Career Fair, we aim to invite the public to the HKIA Expo for a first glimpse of T2. Through Pomato’s popularity, we hope to inspire young talent to discover opportunities and be part of HKIA’s future development.”

“The official launch of HKIA's Terminal 2 marks a significant milestone. WPP Media and The Goat Agency were proud to be instrumental throughout this project, from generating pre-launch excitement for the HKIA Expo and Career Fair, to ensuring the 27 May official launch became a major topic of conversation across Hong Kong,” Chan said.

Don’t miss: Jackson Wang takes flight in new HKIA campaign

Back in February, HKIA featured international pop sensation and hometown hero Jackson Wang in its promotional campaign, celebrating the unique appeal of the city's gateway.

The campaign taps into Wang’s massive global following, mirroring HKIA’s own status as a top choice for travellers worldwide. As one of Asia’s premier aviation hubs, HKIA showcases its extensive flight network, seamless passenger services, and world-class dining and retail experiences—everything that makes it Wang’s preferred airport as he jets across the globe.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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