The 3rd Fly High Awards, held at the Hong Kong Jockey Club by JCDecaux Transport last Thursday, rewarded the best airport advertising Hong Kong has to offer. “As Chinese passengers have been growing strongly, commercially, more and more Chinese operations use Hong Kong International Airport to reach international audiences,” said Stephen Wong, CEO of JCDecaux Greater China.
Wong pointed that JCDecaux research in March 2012 shows of all the international airports worldwide, 98% of the respondents say advertising in the Hong Kong International Airport are highly visible, with the bulk adding ad typically inspire impulse purchases.
To help to reach the gap between advertisers and passengers, Wong encouraged advertisers to tap into mobile and internet technology, e-couponing, photo booth and online registration for passenger engagement.
This year, Canon Hong Kong snatched the gold of Excellence in Branding with its “Canon EOS 600D – Sense of Direction” campaign; Ocean Park’s multi-coloured creative “Aqua City Grand Opening”, was also voted by the public as the “Most Favourite Campaign”.
Meanwhile, the Gold Award of Excellence in Innovation went to Pernod Ricard’s “The Chivas Brothers’ Blend Launch”, the interactive photo booth featuring the first-ever glasses-free 3D TV at the airport; while Allianz’s “One Campaign“ featuring a dynamic call-to-action creative took home the gold award of Excellence in Use of Digital Media.
This year’s Fly High Awards marks the its first attempt to add a new “Student Category” to recognise young talents creativity in Hong Kong.