MEC wins integrated media duties for Hong Kong Airlines

MEC has been awarded Hong Kong Airlines’ full media buying and planning duties.

The agency will handle all media buying and planning including offline, digital, search, performance display and paid social media activities. The business was awarded after a competitive pitch with a number of undisclosed agencies.

Antony Yiu, head of digital of MEC North Asia, said: “We are thrilled to have been selected by Hong Kong Airlines to help further grow their footprints beyond Asia. Our data-led communications planning approach proves valuable for exactly this task and we can develop a balanced focus on branding and performance, without sacrificing one or the other. We are looking forward to working with Hong Kong Airlines to further fuel growth and significantly improve the media efficiency, leading to a higher return of investment for our client partner.”

Ming Chan, general manager of brand centre at Hong Kong Airlines, said: “With the aggressive growth of Hong Kong Airlines from a regional carrier to an international carrier, we are looking for an agency partner that can help reinvent the approach to integrated media buying and planning with a balance between branding and driving performance. We are also growing our digital footprints with new initiatives such as 360-degree inflight business cabin to showcase our diverse offering to business and leisure travelers around the world. We choose MEC as they have illustrated their expertise in having a data-led, audience focused media approach to reach potential travelers in our targeted markets. We are very excited to work with MEC to further innovate our media activities and drive media efficient in the midst of our rapid growth.”