Hong Kong International Airport (HKIA) has launched a new brand campaign, created in partnership with Edelman Hong Kong, shining a light on what makes the aviation hub one of the best in the world.
The campaign champions the seamless travel experience HKIA offers from the perspective of some of the city’s most successful and relatable faces: artiste Do Do Cheng, the popular actress and travel show host, cyclist Sarah Lee, Hong Kong’s first two-time Olympic medal winner; and entrepreneur Eric Gnock Fah, co-founder of travel and leisure booking app Klook.
Through a series of films and out-of-home billboards, they explore what the airport means to the people of Hong Kong and highlight its newly advanced services, ultra-modern technology, and unrivalled facilities which makes it stand out amongst even the most celebrated commercial airports.
“Recognizing the Hong Kong International Airport as one of the world’s most advanced aviation hubs, we understood that its exceptional efficiency, professional team, and services can sometimes be overlooked or taken for granted due to our familiarity with their consistently outstanding offerings. When they approached us, we saw the perfect opportunity to utilize our strategic and creative expertise to finally highlight and celebrate their remarkable contributions,” said Sofia Yip, Head of Brand at Edelman Hong Kong.
Karen Ng, General Manger, Corporate Branding & Marketing at AAHK, said: “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 city’s greatest global products. The project sheds light on the meaningful connection between HKIA and people from various backgrounds by authentically sharing the stories of some of the city’s most accomplished and relatable individuals.”
In selecting ambassadors for the campaign, both Edelman and AAHK were very conscious of getting the right personalities involved.
Ng continued: “When working together, we all agreed that we didn’t want to use celebrity for the sake of using 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.”
Yip added: “Most airports are places of anxiety and stress, but Hong Kong International Airport 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.”
This new campaign is part of AAHK’s efforts to celebrate the airport in Hong Kong, bring light to many new features people may not yet know about, and ultimately show why HKIA should still be considered one of the best experiences in global travel.
The first film launched on December 29, with the out-of-home starting to appear around Hong Kong in early January along with the subsequent interviews and films.
Client: Airport Authority Hong Kong (AAHK)
Agency: Edelman Hong Kong
Head of Strategy: Phyllis Yip
Head of Brand: Sofia Yip
Senior Manager, Brand: Gary Lai
Regional Executive Creative Director: John Koay
Creative Director: Amy Cheng
Design Director: Andy Chan
Senior Art Director: Carson Ho
Junior Art Director: Maggie Lee
Producers: Virginia Tse, Richard Poon
Brand Executive: Janet Ma
Digital Senior Manager: Suki Tang
Director: Harris Kristanto
Producer: Ting Cheng
DoP: Lukho Wong
Gaffer: Billy Tai Tsz Hin
Production House: Full Booking Ltd.
Production Manager: Chiu Wu
Post Production by 18 and a half Ltd.
Photography: Studio THISTHISTHIS
Photographer: Klif Lin
Retoucher: Peter Kwok