Hong Kong Airlines has launched a new business class video campaignÂ to tie in with the Motherâs DayÂ and the Fatherâs Day celebration as a continuation of itsÂ concept of âFly the affordable luxuryâ.
The campaign, together with Crossfade Creative, Prime Concepts and MEC Hong Kong,Â aims to differentiate itself from the conventional ways of communicating the physical benefits of flying inÂ business class. Instead, Hong Kong Airlines wants to highlight the invaluable emotional benefits of traveling withÂ oneâs parents, in itsÂ affordable business class.
Traditionally, Hong Kongers go on overseas travel with their parents on guided tours.
However, with the increasing popularity of free independent travellers, many are now planningÂ their own vacation with their loved ones by booking directly online. Hong Kong Airlines seizes this opportunity to introduce the concept of âTravel with parentsâ by highlighting the emotionalÂ benefits of spending more time with oneâs parents when they are still young.
The brand said travelling withÂ parents does not start when travellers arrive at the travel destination but at the moment that they setÂ foot to embark the travel journey.
Jess Hau, assistant digital marketing manager at Hong Kong Airlines, said, “We want toÂ highlight the urgency of traveling with your parents when you are young and when your parentsÂ are still healthy. With our business class, even people in the early stage of their career canÂ afford to take their parents for vacation in a highly comfortable flight setting.”
âInstead of following convention ways to launch the video campaigns through homepageÂ takeovers, we take advantage of the specific audience group that Hong Kong Airlines would likeÂ to reach through cross-device programmatic video buy, Facebook KOLs, ViuTV, as well asÂ highly relevant channels such as Hong Kong Movie app. We have seen astounding results so far with CPV as low as $0.25 and direct online bookings immediate after watching the video,â added Antony Yiu, head of digital of North Asia at MEC Hong Kong.