Cathay retells inspiring stories of HK Paralympians with AI campaign

Cathay has unveiled a new AI campaign to retell the inspiring stories of pioneering Hong Kong Paralympians ahead of the Paris 2024 Paralympic Games.

This comes as the achievements of Hong Kong’s Paralympians have long been neglected, and therefore barely recorded, according to Cathay. In fact, broadcast networks in Hong Kong first aired the Paralympics only a few years ago in 2021.

Realising that many of Hong Kong’s legendary Paralympic moments have gone unnoticed and long forgotten, the campaign aims to share their stories with the public.

Done in collaboration with creative agency Publicis Groupe Hong Kong, the campaign titled “Every move counts” reflects the brand's belief in its commitment to enhancing its service standards to create extraordinary journeys for every customer.

As part of the campaign, Cathay has released a video that has put three pioneering Paralympians in the spotlight, including Cho Ping (曹萍), Benny Cheung (張偉良), and Ko Chi Kin (高誌樫), who won gold in 1984, silver in 1980, and gold in 1996, respectively. While their winning moments were not properly documented, Cathay has used AI to recreate them.

Furthermore, the video has highlighted that while many Hongkongers believe Hong Kong won its first gold medal in sailing at the 1996 Summer Olympics, the first gold was actually secured by Cho at the 1984 Paralympic Games. Following that, other Paralympians such as Cheung and Ko have continued to make history for Hong Kong. Unfortunately, these significant moments have never been properly documented or witnessed, and information about these athletes is often hard to find online. 

By recreating these winning moments with AI, the video aims to empower Hongkongers, reminding them that it's never too late to recognise Hong Kong’s 23 Paralympians in the Paris 2024 Paralympic Games, which is taking place from 28 August to 8 September with an expected 4,400 Paralympians participating around the world.

A spokesperson from Cathay told MARKETING-INTERACTIVE that a comprehensive social strategy is developed to ensure that Hong Kong people will watch and cheer on the 23 Paralympians in Paris.

"Our social video was launched on the day of the opening ceremony of the Paralympics on all of Cathay’s social media channels. We also amplified the conversation by engaging with local media, influencers and athletes, and celebrities including Louis Koo and Terence Lam," the spokesperson added.

Additionally, Cathay is supporting Hong Kong’s Paralympians through various initiatives, such as special check-in counters and excess baggage allowance, dedicated baggage handling in Hong Kong and Paris, unlimited business class flights and one million miles for medalists.

Edward Bell, general manager of brand, insights, marketing at Cathay, said: “As the official airline partner of the China Hong Kong Paralympics Committee, Cathay wanted to honour the grit, passion, and sheer talent of our home city’s Paralympics team, who share Cathay’s ‘Move beyond’ spirit. Just like them, Cathay strives to make every move count, so we launched a campaign to ensure that this year these amazing athletes get the recognition and cheers they deserve.”

Halo Cheng, group creative director at Leo Burnett Hong Kong, said: “We’ve been oblivious to the monumental feats from our highest-achieving athletes for too long, but now Hong Kong’s Paralympians are finally getting the cheers they deserve. It was a huge honour to interview past Paralympians and learn their stories. We may have missed out on cheering for past Paralympians, but it’s not too late to cheer on this year’s 23 athletes.”

Don’t miss: Cathay taps HK Olympic swimmer Siobhan Haughey as new brand ambassador

Back in April, Cathay tapped Hong Kong Olympic swimmer Siobhan Haughey, who won two Bronze medals at the Paris 2024 Summer Olympics, as its new brand ambassador. The partnership aligns with the brand's belief “Every move counts", highlighting its commitment to enhancing its service standards to create extraordinary journeys for every customer. 

As part of the partnership, Haughey will feature in Cathay’s latest series of advertisements, embarking on a journey that manifests their shared belief with all of Hong Kong that “Every move counts”. 

Together, they are driving Hong Kong’s support for its local athletes, while inspiring everyone to strive for new heights in their own journeys.

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