To drive the awareness of its newly launched route to Auckland, New Zealand, Hong Kong Airlines has launched a promotional campaign with the help of its creative agency The Gate.
Hong Kong Airlines partnered with the Global Haka, a group of performers based in Hong Kong representing different Iwi (tribal areas) from throughout the motherland of Aotearoa (New Zealand) who have genealogical links to their Māori heritage, to come up with the promotion campaign.
The online campaign, titled "Learn Māori Get Tickets", has been launched on its Facebook page which is designed to make travelling to New Zealand via Hong Kong Airlines more attractive.
The campaign idea revolves around teaching the audience simple Māori words and phrases via online videos, where Hong Kong Airlines cabin crew is seen interacting with sturdy Māori - a stark contrast with the caring image of the stewardesses.
Participants are invited to answer one question about Māori language appeared in the tutorial videos to win tickets to Auckland.
The airlines said it looks to introduce the "very true and distinctive side" of the country, which is one of the core values of the company.
The initiative has also taken place offline, a teaser flash mob dance performance at Times Square rolled out before the Facebook game to drive awareness and anticipation to the new Auckland route promotion.
So far, the video has garnered over 600,000 views.
Creative: The Gate Worldwide Ltd
Media: MEC Hong Kong