HK Express encourages senior citizens to 'live more' with ticket promotion

In celebration of the Senior Citizens Day, HK Express is bringing back its “65+ senior travel promotion”, encouraging senior citizens to travel more with their loved ones.

Running from 14 November until 18 November, all Hong Kong and Macau residents aged 65 or above are eligible to purchase exclusive one-way “Lite” fares tickets for dates ranging from 21 November 2024 to 10 July 2025.

The campaign covers 20 designated Asian destinations, including mainland China, Vietnam, the Philippines, South Korea, and Japan, with ticket prices starting from HK$2 and HK$65.

This booking window allows for greater flexibility and planning, ensuring that more seniors can take advantage of the offer. "By providing a wide range of travel dates, we aim to accommodate different schedules and preferences, making it easier for seniors to plan their trips," said a HK Express spokesperson to MARKETING-INTERACTIVE.

Explaining the insights behind the campaign, the spokesperson said the airline believes everyone can 'Live more' at any age, travel more, and create more special memories along their journey. "This special promotion not only honours our senior citizens but also aims to make travel more accessible and enjoyable for those aged 65 and above. Senior citizens are more flexible to travel during non-peak periods and weekdays, creating a perfect opportunity for them to take advantage of this discount offer."

To add a touch of nostalgia and fun, the campaign has incorporated Maruko-chan's characters, including the beloved grandpa and grandma, to resonate with its senior audience and their families. 

The campaign also aims to encourage senior citizens to "live more" while celebrating the special day. "We wish to introduce HK Express as an affordable travel option to this demographic and get them to travel more with friends and family together. We empower senior citizens to live their lives fully, just like our 'live more' campaign encourages everyone to travel more, experience more, and immerse themselves in local destinations, no matter their age," the spokesperson added.

"By highlighting the flexibility and affordability of our travel options, we hope to inspire seniors to explore new places and create lasting memories. By promoting travel as a way to stay active, engaged, and connected, we hope to encourage more senior citizens to travel more and live more," the spokesperson added.

This campaign primarily targets travellers aged 65 and older, but it also appeals to families seeking enriching travel experiences together, said the spokesperson. "It encourages multi-generational travel by making vacations more affordable, allowing younger generations to treat their senior family members to memorable trips. Our goal is to inspire everyone to “live more” and create lasting memories together."

In terms of marketing strategies, the campaign has leveraged digital platforms such as its official website, mobile app, social media channels, and eDM newsletters for HK Express subscribers. "To ensure more audiences are aware of the offer, we have also distributed a press release to major media for a wider reach. By utilising a mix of digital and traditional media, we aim to maximize our campaign's visibility and engagement," said the spokesperson. 

Meanwhile, social ads were also placed to enhance the campaign awareness. "This approach ensures that we reach our audience at multiple touchpoints to reinforce the campaign awareness and make it easier for them to learn about the offer details and consider making the purchase."

HK Express commercial director KK Ong said: "Our senior citizens have made invaluable contributions to the development of our society. It is our privilege to enable them to travel and explore the world on their own terms. Now is the time for them to embark on extraordinary adventures with their beloved family and friends, savoring the joys of life."

Don’t miss: HK Express launches Fly Pass to celebrate 11th anniversary

Back in October, HK Express also introduced a new product Fly Pass to encourage people to embark on more adventures and create lasting memories with HK Express, embodying the travel lifestyle that its Live More campaign inspires.

The limited-time Fly Pass allows customers to purchase round-trip tickets for two different destination zones, including “Lite” fares. Travel dates are from 4 November 2024 to 15 November 2025 and customers can purchase their tickets via designated webpage from 22 October 2024 to 24 October 2024.

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