HKIA reinforces position as global transit hub with new drama series

Hong Kong International Airport (HKIA) has unveiled a new campaign to reinforce its position as a leading global transit hub, connecting mainland China to the global aviation network.

Also known as “Transit of life” (這就是轉機), the campaign features an innovative dual-video episode format, comprising both a documentary and a short drama series, featuring Chinese filmmaker and artist Sylvia Chang as “AA experience ambassador”.

Available from 10 January until 1 February, the campaign targets Chinese business professionals, Gen Z and young expatriates in Hong Kong, as well as frequent travellers, middle-class consumers and global travellers.

Combining a six-episode documentary with a 12-episode drama series, the campaign offers an engaging and multifaceted approach to storytelling. By blending entertainment and information, the project not only highlights HKIA’s “People Oriented” innovations but also fosters a deeper emotional connection with its audience.

The drama series, inspired by real-life HKIA staff and stories, delivers a highly engaging workplace light comedy-drama set against authentic airport backdrops. Its lighthearted tone and relatable characters have transformed it into a viral sensation, driving significant engagement and directing traffic to the accompanying documentary.

The drama series adopts a fast-paced narrative style popular in Mainland China, following the journey of Wei Xiaolan 韋小藍(played by Zhang Yishang 張藝上), a young professional navigating her “Hong Kong expat” experience.

The series weaves HKIA’s innovative services into its storyline, offering a fresh and relatable perspective on the airport’s role in improving passenger experiences and driving economic growth. Through her journey of growth, the story seamlessly showcases the “Can Do Spirit” of Hong Kong International Airport.

In contrast, the documentary, led by Chang, provides a more in-depth and humanistic perspective. Through hands-on exploration guided by airport professionals, Chang delves into HKIA’s state-of-the-art operations, from the Integrated Airport Centre (IAC) and smart apron technologies to advanced baggage handling systems, sustainability initiatives and Airport City development.

With a meticulous focus on detail, the documentary illustrates how HKIA integrates cutting-edge technology with a “People oriented” philosophy to elevate passenger experiences and strengthen global connectivity.

Together, the two series balance entertainment with insight, providing audiences with an accessible yet comprehensive understanding of this globally recognised aviation hub. They also aim to showcase the airport's unique operational excellence and cultural significance, promoting HKIA as the preferred gateway for domestic travellers to the world.

The campaign is amplified via Chinese social media platforms such as Weibo, Douyin and Xiaohongshu, alongside a YouTube launch for global exposure. Within just five days of its launch, the series amassed an impressive 150 million views, a check by MARKETING-INTERACTIVE saw on Weibo. By blending entertainment with information, the campaign reinforces the airport’s position as a global leader in aviation and customer experience.

Other promotional channels include national outdoor billboards which have been strategically placed in high-traffic areas and shopping malls across China. A special screening event for the documentary series had launch in Hong Kong on Wednesday, featuring Chang and Vivian Cheung, acting CEO of AAHK.

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