Cathay Pacific Airways Promo GAME ON / RUGBY SEVENS 2011 by McCann Erickson Hong Kong

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GAME ON / RUGBY SEVENS 2011

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Industry Airlines
Media Promo & PR
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Director Nick Livesey
Associate Creative Director Anita Ng
Art Director Kato Tsang
Editor Adrian Brady
Released March 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: CATHAY PACIFIC AIRWAYS
Product/Service: AIRLINE
Agency: McCANN WORLDGROUP
Date of First Appearance: Mar 7 2011
Entrant Company: McCANN WORLDGROUP, Hong Kong, HONG KONG
Executive Creative Director/Copywriter: Thierry Halbroth (McCann Worldgroup Hong Kong)
Associate Creative Director: Anita Ng (McCann Worldgroup Hong Kong)
Art Director: Kato Tsang (McCann Worldgroup Hong Kong)
Head of English Copy: Don Ellis (McCann Worldgroup Hong Kong)
Executive Producer: Ida Man (McCann Worldgroup Hong Kong)
Assistant Producer: Chung Yau (McCann Worldgroup Hong Kong)
Director: Nick Livesey (RSA Asia)
Executive Producer: John Payne/Marco Leung (RSA Asia)
Director of Photography: Siu Dee (RSA Asia)
Editor: Adrian Brady (Digit Digit)
Sound: Eric Lo (Digit Digit)
Media placement: TV - TV - 7 March 2011

Describe the objective of the promotion.
The Hong Kong Sevens is the Super Bowl of Asia, attracting people from all over the world.

Cathay Pacific is its founding and co-title sponsor, and every year the brief is to highlight their involvement with the event – and to maximise attendance!

Describe how the promotion developed from concept to implementation.
This year we did it by turning real-world air-travel experiences into a winning rugby strategy, pitting real flight attendants against very real rugby players in a very entertaining manner. When your brand promise is to always go the extra mile, you do it with great personal service provided by staff who aren’t afraid to get dirty to get the job done.

Explain why the method of promotion was most relevant to the product or service.
This year we achieved by turning real-world air-travel experiences into a winning rugby strategy, pitting real flight attendants against very real rugby players in a very entertaining manner. When your brand promise is to always go the extra mile, you do it with great personal service provided by staff who aren’t afraid to get dirty to get the job done.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The result? The event was sold out, with all available tickets and international air-travel packages snapped up in record time. And on the first day of the event – a work day which normally sees the lowest attendance of the three days – we saw the highest-ever attendance recorded for a Friday.