Cathay Pacific - Traditional Hong Kong Over the Summer and Autumn, Cathay Pacific has been releasing a series of videos on Twitter under the theme of “Traditional Hong Kong.” Each is a short clip profiling a part of Hong Kong life, where the subject is allowed to do the talking without a corporate voice over. This is something we discussed in our feature on Korean Air’s “Go Korean” campaign in August. Allowing the subject of the film to speak uninterrupted makes it both more authentic and watchable. In the first episode you meet Chan Tsu-Wing, Hong Kong’s longest serving Star Ferry captain. The second episode features Glory Tam, “one of Hong Kong’s most eclectic interior designers.” Meanwhile, the third instalment of Traditional Hong Kong focuses on Chinese Opera. The content in Traditional Hong Kong is good, and so what puzzled is is why Cathay 34 |
Airline Marketing Monthly - October 2018
Pacific made so little of these films. You won’t find them on the airline’s Instagram and YouTube pages for instance. Why not? Indeed, it is the kind of material that would lend itself to a full blown Hong Kong destination campaign, complete with a campaign microsite.
