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Hong Kong Airlines appoints ex-Boeing director as CMO

Hong Kong Airlines has named George Liu as chief marketing officer. Heading up Hong Kong Airlines’ branding and customer experience department, Liu will be responsible for leading the airline’s branding, marketing, communications, and customer experience in line with the overall company transition and business expansion from a regional airline to an international carrier.

Liu has over 25 years of experience in brand strategy, marketing, communications, customer relations and government affairs. He previously served as the director, airline global brand and marketing at Boeing Commercial Airplanes, and was based in the United States for 10 years where he managed strategic partnerships with customer airlines. Prior to that, he was vice president of communications at Boeing China.

Liu also held several senior management positions with agencies including Weber Shandwick and Golin/Harris, now part of Inter Public Group, and represented the Government of Hong Kong Special Administrative Region in the U.S.

Wang Liya, president of Hong Kong Airlines, commented on the appointment:”Liu’s proven track record in brand marketing and expertise in the aviation/airline industry will be invaluable as the Company enters its next growth phase and broadens its global reach.”

“Hong Kong Airlines is at an exciting stage of development as it evolves to become an international carrier. Leveraging on my experience and understanding of the industry and the marketing landscape across the globe, I am looking forward to working closely with the management team to take the airline to the next level,” said Liu.

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