HK Express ignites travellers’ wanderlust with new brand campaign

HK Express has rolled out a new brand campaign with the theme “Live more” to ignite travellers’ wanderlust and bring the exhilarating “Gotta go, your way” experience to life.

The campaign also comes with a video ad, which aims to convey the message that traveling is an art of living and everybody travels for different reasons. "Some seek diverse local cultures and their delicacies, others crave outdoor adventures, while some simply need an escape from city life. No matter your reason, we believe every trip should be memorable and meaningful," said HK Express.

Targeting culinary enthusiasts, adventurers, or travellers who need a get-away from the hustle and bustle, the campaign has invited content creators to share their adventurous travel experiences on Facebook and Instagram in the spirit of “Live more” to embrace the freedom to travel in their own way.

Available from October until March 2025, the campaign serves to build aspirations of travellers today enabling them the freedom to travel more, experience more and adding more meaningful memories to their lives, said a spokesperson from HK Express in a conversation with MARKETING-INTERACTIVE.

“We’re adding more destinations, aircrafts and promotions to enable even more people to travel – this includes new product offerings and partner collaborations to add more values and savings for our travellers in the months to come.”

As part of the campaign, HK Express has also partnered with travel activities and services booking platform Klook, to launch a dedicated website to celebrate both brands' anniversaries.

The site features a curated selection of premium travel products and activities available for booking, along with exclusive promo codes to fulfil everyone's travel needs.

With this collaboration, HK Express and Klook aim to offer travellers a seamless booking experience, allowing them to fly more and explore to their heart's content. Klook will also kick off its 10th-anniversary celebration with HK Express to launch a free ticket giveaway campaign.

HK Express has also collaborated with AXA to offer tailored year-round travel insurance exclusively for HK Express customers, giving people peace of mind and getting people covered in case of any emergencies.

Looking ahead, HK Express will continue to explore more specialised travel insurance products with AXA, guaranteeing comprehensive and suitable coverage for customers.

Kee Keat Ong, commercial director, HK Express said, “HK Express is a young and vibrant brand that dares to be different. We encourage our well-travelled customers to rethink the concept of travel, stretch their boundaries and explore all possible travel patterns, be it Friday red-eye flights, or 48-hour quick getaways.”

“Through our ‘Live more’ campaign and collaborations with content creators, we hope to demonstrate the ease and thrill of spontaneous journeys with HK Express, and integrate travelling into part of our everyday lifestyle. We will be launching a series of festive activities with tickets and travel deals, for our customers to save and fly more,” Ong added.

Beyond the campaign, HK Express will continue to expand its network of destinations in Mainland China, Southeast Asia and North Asia, targeting over 30 destinations by year-end to provide more accessible options to its customers in the regions. HK Express is also expecting to expand its fleet to 40 aircrafts by the end of 2024 to enhance the flight capacity.

In celebration of HK Express’ 11th anniversary, HK Express has launched a four-day time-limited full miles redemption flash offer today for epic new spots—Sendai, Penang, Phu Quoc, and Hiroshima.

Customers can redeem one-way “Lite” fares (including one small personal item and one cabin baggage) as low as 1,000 miles or go for “Essential” tickets (including one small personal item and 20kg Checked Baggage) as low as 3,000 miles, alongside with a series of ticket promotions throughout the month to encourage travellers to experience more of Asia.

MARKETING-INTERACTIVE has reached out to HK Express for more information. 

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