HKIA reinforces its global travel status with new brand campaign

Hong Kong International Airport (HKIA) has launched a new brand campaign to showcase its lesser-known features and reinforce its position as one of the airports that provides the best experiences in global travel.

Created in partnership with Edelman Hong Kong, the campaign sheds light on the connection between HKIA and people from various backgrounds by authentically sharing the stories of some of the city's most relatable individuals, including Do Do Cheng, Hong Kong actress and travel show host; cyclist Sarah Lee; and Eric Gnock Fah, co-founder of travel and leisure booking app Klook. 

Through a series of films and out-of-home billboards, the individuals explore what the airport means to the people of Hong Kong and highlight its newly advanced services, technology and facilities which make it stand out amongst even the most celebrated commercial airports.

While the first film was launched on 29 December 2023, out-of-home advertisements started to appear around Hong Kong in early January 2024 such as billboards at MTR stations and bus shelters, along with the subsequent interviews and films.

In terms of marketing strategies, HKIA told MARKETING-INTERACTIVE that the project illuminates the profound bond between HKIA and the people of Hong Kong through the authentic narratives of some of the city's most relatable and accomplished individuals, amplifying Hong Kong's affinity for HKIA.

In terms of ambassador selection, Karen Ng, general manager, corporate branding & marketing, AAHK, said: “When working together, we all agreed that we didn’t want to use a celebrity for the sake of using a celebrity. We were intentional about finding personalities who have a unique relationship with HKIA – and whose stories can evoke a sense of pride for the airport among Hong Kong people”.

“HKIA has always been an airport of the future, and by embracing technology we have added more services to make the travel experience even more seamless for everyone. Edelman captured how HKIA is a living and breathing pillar of success in Hong Kong and one of the city’s greatest global products,” Ng added.

Sofia Yip, head of brand, Edelman Hong Kong, said: “Most airports are places of anxiety and stress, but HKIA is different. It is a place of efficiency, convenience and filled with positive memories – whether it’s excitement, comfort or indulgence before a new adventure, or an effortless arrival home – and this is what we wanted to highlight through our different personalities and stories.”

Back in December last year, HKIA celebrated Christmas by organising a series of festive performances throughout the airport. To add to the holiday spirit, Santa Claus made a special appearance at HKIA, distributing souvenirs to travellers.

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