Cathay Pacific showcases HK charms with new inflight safety video

Cathay Pacific has partnered with creative agency VCCP Singapore to unveil a new inflight safety video that showcases Hong Kong's iconic elements as the backdrop for passengers.

Developed in collaboration with the Hong Kong Tourism Board (HKTB) and the Civil Aviation Department (CAD), the six-minute video aims to educate passengers on safety protocols while bringing to life the airline's "Move beyond" brand platform. It showcases the energy and vibrancy of Hong Kong, as the backdrop to deliver safety information engagingly.

Edward Bell, general manager, brand, insights and marketing communications, Cathay Pacific, said: “In creating our new safety video we worked with VCCP to ensure that all Cathay Pacific's safety procedures are clearly explained but also peppered in a bit of Hong Kong's culture to make sure we keep people watching.”

Replacing the current inflight safety video introduced over seven years ago, the new version will be rolled out across Cathay Pacific flights from 1 August 2024 onwards.

In the video, the safety demonstrations are interwoven with the unique charms of Hong Kong, capturing the city’s iconic skyscrapers, bustling cityscapes, natural landscapes, and cultural landmarks such as the pedestrian crossing Causeway Bay SOGO, the Peak Tram, Yau Ma Tei’s Tin Hau Temple, Xiqu Centre, Clearwater Bay Country Park, and dragon boat races.

Customers are transported to a dai pai dong, the local dining experience, for the “no smoking” announcement, before finding themselves amidst a dragon boat race which provides the backdrop for the life jacket demonstration, while Shek O Beach sets the scene for the emergency and pre-takeoff procedures.

These locations serve as a creative flair for creating memorable signage and murals that have become synonymous with Hong Kong’s landscape. 

VCCP has employed these elements across the inflight safety video as creative signposts, aiming to tell a compelling story that delivers all essential safety demonstrations while showcasing the best their airline’s home city has to offer.

Lavinia Lau, chief customer and commercial officer, Cathay Pacific, said: “At Cathay Pacific, safety has always been at the heart of everything we do, and this new video embodies our commitment to keeping our customers informed and prepared, while fostering our Move Beyond spirit. We wanted to put our own spin on the video and create something truly memorable that resonates with our global audience and showcases the true essence of our home city on the move. We are deeply appreciative of the support from HKTB and CAD, which has allowed us to weave together inflight safety information and the vibrant offerings of Hong Kong in a gripping video."

Dane Cheng, executive director of HKTB, said: “HKTB and Cathay Pacific have been long-time partners in promoting Hong Kong's tourism excellence to visitors worldwide. We are excited to join hands to showcase Hong Kong's vibrant, diverse and unique east-meets-west experiences through this video, which reaches millions of travellers from all around the world every year. I believe the creative presentation will inspire visitors to submerge themselves in all that Hong Kong has to offer firsthand and enjoy every moment here.”

Andrew Hook, executive creative director, VCCP Singapore, said: “From the opening moments in bustling Causeway Bay, the film takes us across a breadth of the Hong Kong experience: from dai pai dong to cha chaan teng, Cantonese opera to dragon boat racing, and from the iconic Peak Tram to Shek O Beach.

“Throughout the different scenes, physical signs are embedded into the environment – all made from scratch by our hugely talented art department team – which together reflect the unique textures and multi-faceted character of the Hong Kong cityscape,” Hook added. 

MARKETING-INTERACTIVE has reached out to Cathay Pacific for more information. 

Don’t miss: Cathay showcases the fighting spirit of 'giants of HK' at landmarks

Recently, Cathay Pacific has partnered with five Olympic champions to support the upcoming Olympics games, riding on the theme of its latest campaign featuring Hong Kong swimmer Siobhan Haughey.  

The idea of the partnership came from the belief that there are no shortcuts to reaching the world stage, only through constant struggle and effort can one achieve greatness - "Every move counts".  

Their larger-than-life images are shown across various landmarks in Hong Kong, from Admiralty to Quarry Bay, allowing everyone to witness their heroic struggles on the building exteriors and feel the athletes' unwavering determination to conquer the Olympic stage, step by step, as they transform into the "Giants of Hong Kong".  

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