Flight CX8100 takes off: Cathay soars once more over Kai Tak in tribute to 100th anniversary

During this year’s final day of matches at the Cathay/HSBC Hong Kong Rugby Sevens, Cathay evoked nostalgia by soaring once again at Kai Tak – the former site of Hong Kong’s International Airport. Inspired by the iconic flight path in and out of Kai Tak, its low-altitude fly-past celebrated Kai Tak’s 100th anniversary and coincided with the historic debut of the Cathay/ HSBC Hong Kong Sevens at Kai Tak Sports Park.

For decades, the journey from Hong Kong to the world began and ended at Kai Tak, the only airport in the world that required a sharp 47-degree turn at 700 feet on approach. For pilots, this meant deftly navigating a narrow path between high-rise buildings – a feat captured by countless photographers and aviation enthusiasts until the airport’s closure in 1998.

“Everyone remembers the stories of Cathay Pacific’s aircraft flying in and out of Kai Tak. So we turned the nostalgia into an event to get the world talking about the Sevens, held for the first time at the new Kai Tak Sports Park,” says Edward Bell, Cathay’s General Manager, Brand, Insights and Marketing Communications.

On Sunday 30th March, flight CX8100 (named to honor Kai Tak’s 100th anniversary) took off from Hong Kong International Airport at around 4pm, flying past Central, Wan Chai, Kai Tak, North Point and through the iconic Victoria Harbour to spectacularly recreate a piece of aviation history.

To facilitate this special flight demonstration, Cathay partnered with the Hong Kong Special Administrative Region Government to establish a temporary restricted flying zone in and around Victoria Harbour.

To capture CX8100’s fly-past, Publicis Groupe Hong Kong recruited photographers whose images of Cathay Pacific’s remarkable landings at Kai Tak are still famous today. Their photographs and live-streamed footage of CX8100’s descent continue to be shared around the world and across Cathay’s social channels.

“Creating a live performance of an aircraft flying past Kai Tak seemed like an audacious feat. But together with the team at Cathay, we worked hard to plan an experience that everyone at this year’s Hong Kong Sevens final will remember. Hopefully for years to come,” says Christopher Lee, Chief Creative Officer at Publicis Groupe Hong Kong.

Cathay today launches a short documentary-style video featuring the behind-the-scenes of all the planning it took to get Flight CX8100 to soar the skies around Kai Tak again.

Cathay is Kai Tak Sports Park’s exclusive Founding Travel Partner, a partnership that reinforces its commitment to the development of sports, arts and culture in its home city. Together with Kai Tak Sports Park, it hopes to bring visitors from all over the world to Hong Kong by creating immersive experiences that enhance the city’s international profile.

Credits
Client: Cathay
General Manager, Brand, Insights and Marketing Communications: Edward Bell
Head of Marketing Communications: Vivian Chan
Marketing Lead, Events: Esther Guevara
Social Marketing Manager, Cathay: Kasey Yim
Assistant Manager, Social Marketing, Cathay: Ian Yung
Social Marketing Specialist, Cathay: Maora Cheng
Creative Agency: Publicis Groupe Hong Kong
Chief Creative Officer, Leo Burnett HK: Christopher Lee
Global Executive Creative Director, Leo Burnett HK: Joao Braga
Group Creative Director, Leo Burnett HK: Halo Cheng
Creative Director, Leo Burnett HK: Wai Wong
Senior Art Director, Leo Burnett HK: Tom Tsang
Copywriter, Leo Burnett HK: Abbie Chan
Managing Partner, Leo Burnett HK: Dennis Yeung
Business Director, Leo Burnett HK: Carrie Chan
Associate Account Director, Leo Burnett HK: Sammie Wong
Associate Account Director, Leo Burnett HK: Charlie Ng
Account Manager, Leo Burnett HK: Denise Leung
Chief Strategy Officer, Leo Burnett HK: Martin Smith
Strategy Director, Leo Burnett HK: Garron Chiu
General Manager & Executive Creative Office, MSL & Luminous: Miuson Chi
Senior Director, MSL: Jojo Choi
Creative Director, MSL: Lok Lai
Senior Consultant, MSL: Charles Liu
Senior Art Director, MSL: Mandi Cheuk
Senior Content Specialist, MSL: Mark Lam
Senior Content Specialist, MSL: Jason Lam