Hong Kong International Airport retains Mindshare as media partner

Hong Kong International Airport (HKIA) has retained Mindshare as its media agency following a competitive pitch in June, extending its 18-year relationship with the agency.

A spokesperson from Mindshare told MARKETING-INTERACTIVE that it will be handling media placement services for the HKIA, covering both local and overseas markets. The partnership started in August 2024 and will last for two years.

Mindshare will continue to manage integrated media communications for HKIA, with a mission to expand and accelerate growth for the airport. The agency's focus on proprietary research, planning tools using AI, innovation, and unlocking media opportunities in Hong Kong, the Greater Bay Area, and abroad were key factors in its reappointment.

"Mindshare has long working relationship with HKIA, continue driving efficiency with strategic media solutions," the spokesperson said.

Don’t miss: HKIA reinforces its global travel status with new brand campaign

Mindshare has worked on some of the airport’s biggest milestone campaigns including the launch of HKairport Eshop, WOW campaign for ticket giveaway, 25th anniversary campaign and 2024 new brand campaign. 

For example, back in January, HKIA partnered with Mindshare to launch a 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.

The campaign shed 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. 

Karen Ng, general manager, corporate branding and marketing, Airport Authority Hong Kong, said: “The renewed partnership will see Mindshare continue to deliver strategic media solutions to further strengthen HKIA's position as a leading international aviation hub.” 

Michael Beecroft, CEO of North East Asia, GroupM, said: “We have been partners for over 18 years and have watched the airport grow with Hong Kong. We are excited to take our partnership to the next level.”

“The launch of the upcoming three-runway system and transformation into an Airport City are major upcoming milestones, and we're thrilled to be able to share these developments with the world,” Beecroft added.

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