Hong Kong Airlines has kicked off its 10th birthday celebration with a dynamic online to offline advertising campaign.
The campaign with a new slogan, "Flying Beyond", was launched yesterday with both branded TVC and print advertisements, and will be distributed on traditional media, out-of-home channels such as MTR, airport express and bus bodies, as well as online displays and YouTube.
In the video, different types of passengers - including young couples, young executives, families with kids, adventurers and photographers - all show happy faces on their journeys with Hong Kong Airlines. Moments like cabin crew and ground staff celebrating customers' birthdays with their "Sweeten You Up" services, are also highlighted.
Hong Kong Airlines said the phrase "Flying Beyond" is used to highlight its dedication to passengers. "To go 'beyond' means constantly exceeding customer expectations, always going the extra mile and pushing beyond boundaries. It represents the desire of Hong Kong Airlines to deliver an amazing experience – making every journey more enjoyable and helping our passengers achieve their personal aspirations."
"'Flying Beyond' also refers to flying "beyond the horizon", which is a metaphor for hope, progress and a focus on the future. It embodies the youthful energy that moves us forward as we keep striving to expand our global coverage. An integral part of this vision is offering our staff a positive, nurturing work culture, so that we undertake every journey not just as a company – but as a family," the spokeperson said.
Creative agency: THE GATE WORLD WIDE
Media agency: MEC
Digital agency: deLight Creative
Source: Hong Kong Airlines