Cathay Pacific - London Calling

Cathay Pacific - London Calling

To launch its new Hong Kong International Airport-London Gatwick route, Cathay Pacific coordinated a unique quiz contest around the ‘London Calling’ theme.

The airline set up red London phone boxes in various locations in Hong Kong and those who answered the phone when it rang were asked questions related to the UK.

Small souvenirs located inside the phone booth provided hints to the answers. Those who gave the right answers to the questions, were told to open a safe inside the phone booth, where they found free tickets.

The airline posted a video of the contest on YouTube and on Facebook . While the YouTube video had just over 3,000 views, the Facebook post had over 120,000 views, 1,600 likes and 200 shares.

Though it has a unique approach with a quiz element, the destination marketing and the use of an installation for this campaign is somewhat reminiscent of SNCF Railways’ interactive Doors to Europe , which encouraged passers-by to open the door to other European cities.

Engaging the public at large in a momentary escape from their surroundings, aimed to inspire a journey, is an opportunity to surprise and delight both participants and those who later view the promotion.

Some of the comments posted to Cathay’s Facebook post illustrate this. More than one person expressed a combination of surprise and disappointment that they had walked past the booth and not thought to go inside. Others commended the airline for its clever marketing. “We’ll pay attention on everything around you,” one commenter promised.