Cathay Pacific - Hong Kong Sevens

Cathay Pacific - Hong Kong Sevens

The Hong Kong Sevens rugby tournament is a big annual event in Hong Kong and an excellent marketing opportunity used by many Hong Kong brands. One of the main supporters of the event for years is Hong Kong-based Cathay Pacific, who this year went all-out to create a fun and viral video campaign featuring its cabin crew.

Cathay’s staff have been featured prominently in the airline’s marketing campaigns over the past few years and to show its support for the Hong Kong Sevens, Cathay has created a series of videos that put flight attendants reenacting sports plays through the same drills that rugby players do.

Centered around the ‘Coach’ coach micro site, Cathay’s HK Sevens campaign works in three parts. The first ‘Train ’ video features 7 cabin crew members re-enacting rugby training techniques under the guise of famous airline mannerisms, such as ‘Chicken or Fish?’

The second element, ‘Win’, asked the public to take a selfie to be one of 77 winners of a selection of both air tickets and gift packs. The Third element ‘Smile’, suggested visitors purchase a rugby ball decorated with a huge smile for charity and support Operation Smile China Medical Mission.

The humorous and self explanatory video that supports the campaign has been watched over 45,000 times so far.