Cathay Pacific - Fanvan

Cathay in 2012 launched a promotion called ‘Fanfares’, in which a limited number of return economy class tickets are put on sale on a dedicated website every Tuesday morning for flights departing from Hong Kong. Eleven short- and long-haul destinations from Cathay and whollyowned regional subsidiary Dragonair are included and tickets for imminent travel, as well as more than two months in advance, are available. The general purpose of the ‘fanfares’ is to clear inventory while getting exposure in the Hong Kong market at the same time.

In October 2013, Cathay launched the FanVan on the streets of Hong Kong to celebrate and promote the 2013 campaign of Cathay’s Fanfares. The FanVan will appear every Tuesday for four weeks and fans wishing to win a prize can signal the van to stop by striking a special ‘hail’ pose as showcased on the airline’s website (video here).

Cathay is stepping up the promotion of its Fanfares to increase its exposure at a time of increasing competition in Hong Kong for low fares because of the arrival of new LCC’s such as Hong Kong Express, Jetstar Hong Kong and Spring Airlines in the city.