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Hong Kong Airlines - Where Hong Kong Begins
We’ve devoted this month’s cover to Hong Kong Airlines. Last month the airline launched a series of collectible business class amenity kits. Though that’s interesting in its own right, beyond that, there’s a wider story which we wanted tolook at.
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Decorative Amenity Kits
At the end of June, Hong Kong Airlines announced the launch of a series of new decorative amenity kits that highlights Hong Kong’s culture.
These have been developed through a collaborative partnership with four Hong Kong artists. The amenity kits
feature the designs of Lock Lai, founder of the TinBot toy company, Font creator Lee Kin Ming; tattoo artist Lily Cash and illustrator Jane Lee.
Each design features a unique series of elements, reflective of the artist which created the kit.
For example, tattoo artist Lily Cash developed designs featuring colourful Mandala motifs, which are infused with Hong Kong elements such as the Maan Sau Mou Geung “boundless longevity” pattern, the Cheung Chau lucky bun and images of the actor, director and martial arts artist Bruce Lee.
Meanwhile, Lee Kin Ming’s bag features prints of signboards and characters in the special “Li Hon Kong Kai Font”, which he developed after he inherited and digitalized over 5,000 Chinese calligraphy characters left by his father’s late business partner Li Hon.
For now new kits are being offered to business class passengers on long-haul flights between Hong Kong and North America, where the designs are being rotated on a regular basis.
This of course means you may get one design on your flight out, and another one on your return, and frequent fliers will no doubt look to collect all four on their travels to and from US and Canadian destinations.
The kits were developed by Spiriant on behalf of Hong Kong Airlines, and each contains earplugs, an eyeshade, socks, a dental kit, and L’Occitane cosmetics.
The kit is made out of durable nylon material, allowing it to functionas a personal case (for example for cosmetics or cables) after theflight.
Hong Kong Airlines Artsy Stories
This isn’t the first time Hong Kong Airlines has worked with the four artists. Earlier this year, the airline produced a series of online videos, under the “Where Hong Kong Begins” heading showcasing each one’s story.
Each video plays on the ‘Where Hong Kong Begins’ theme. For example, illustrator Jane Lee’s story is titled “Where fun begins” and Lock Lai’s video looking at how he created Tin Bot toys has the heading “Where possibility begins.”
The videos have high production values, tell each story in around two minutes, and are free of the kind of sales messages that are often shoe-horned into brand storytelling efforts.
Octopus Keychain
At the end of last year, we featured the special edition Octopus Keychain that Hong Kong Airlines developed. This ties into the Octopus Card, which was originally a public transport card (like London’s Oyster Card which is based on it), but you can now use it for wider retail transactions.
The special edition Octopus Keychain, is on sale for HK$260, inclusive of a HK$120 stored value. It has a special design and features the airline’s “Where Hong Kong Begins” strapline.
Hong Kong Airlines says that the concept was to “create a modern and trendy item that is truly Hong Kong in nature. Neon lights mixed with Chinese words, bright colours and our airplane elements make this a very unique offering for our customers.”
When we originally covered the Keychain, we commented on what a great initiative this is - we can see these keychains becoming collectors items. They become talking points (“where did you get that?”) and act as an effective Hong Kong Airlines brand extension.
Special Moleskine Notebook
As well as the Octopus Keychain, Hong Kong Airlines has produced a custom edition Moleskine notebook, in different colours (again the idea being you collect each).
The notebook was designed by Hong Kong born, Los Angeles based illustrator Victo Ngai, who made the Forbes 30 Under 30 list in 2014 in the Art and Style category.
The notebook draws on her memories of growing up in Hong Kong, which inspired her design featuring various iconic symbols of the city.
+852 Magazine
One of the most impressive initiatives that ties the airline into the spirit of Hong Kong and Hong Kong culture, has been the relaunch of the airline’s in-flight magazine.
Named after Hong Kong’s international calling code, +852 has a bold and graphic look that the airline says was “inspired by Hong Kong’s strong art and design culture.”
It’s one of the best in-flight magazines we’ve seen for a number of reasons.
First of all, the design works, it really stands out. And despite being perhaps too cluttered with ads for our liking (a common problem among in-flight magazines), the content is generally very good.
However, what we particularly like is the way the articles are also included in a separate website. Essentially the airline has developed both a magazine and an online travel blog / magazine from its content library under the +852 banner.
The site itself is eye-catching, with an emphasis on strong visuals that make you want to click and find out more.
The importance of authenticity
Hong Kong Airlines is not an aviation giant like United or Lufthansa or British Airways. It’s also smaller than local competitor Cathay Pacific.
How then can you get stand out as a more boutique and medium sized carrier, where you also don’t have the almost unlimited marketing resources of an Emirates or Qatar Airways?
There are a number of different answers to that question, but one is to be distinctive, authentic and to be known for something.
With Hong Kong Airlines, the key is in the name, which leads to the ‘Where Hong Kong begins’ theme.
According to Tracey Kwong from Hong Kong Airlines Corporate Communications
