24 Mar 2014
In celebration of Cathay Pacific’s 32nd year as a sponsor of the Hong Kong Sevens, the airline is inviting fans from around the world to take part in its biggest interactive campaign to date.
As fans count down to the Sevens this weekend, Cathay Pacific today unveiled its latest TV commercial featuring its flight attendants in an impromptu rugby match in the unexpected setting of the airline’s home base, the Hong Kong International Airport, instead of the rugby pitch.
There is no better showcase of Hong Kong's spirit and hospitality than the Sevens, and every year Cathay Pacific injects lively elements into its campaigns to promote the event both locally and worldwide.
This year’s campaign, “The Party Has Arrived”, rides on the fact that the airline is more than an event sponsor – it helps bring together the biggest party in town by flying in players, performers and visitors. In keeping with the party theme, the airline also launched a website, www.cathaypacific.com/hksevens, which encourages the public to “Win”, “Coach” and “Smile”.
“Win” refers to scoring air tickets and rugby gift packs by being a top Sevens fan – and taking selfies to prove it. Fans are invited to download the “HK7sBestFan” app, take selfies within the app’s seven themed categories and share their photos on Facebook using the app. There are 77 prizes for those with the best selfies, which are selected by a judging panel, and those who make the most submissions.
The airline is also inviting the public to immerse in the Sevens as a coach by guiding Cathay Pacific cabin crew through a series of virtual rugby drills.
This year, Cathay Pacific has teamed up with Operation Smile to create a collectible range of miniature rugby balls with fun lip motifs. The “Smile Balls” are sold for just HK$50 at Hysan Place from now until 30 March, and at the Sevens Village at the Hong Kong Stadium from 28 to 30 March. Proceeds will go towards funding cleft and lip palate surgery for children.
Finally, the airline is offering fans the chance to take Sevens-themed "levitation" snapshots in gravity-defying photo booths at Hysan Place in Causeway Bay from now until 30 March, and inside the Hong Kong Stadium from 28 to 30 March.
Cathay Pacific General Manager Marketing, Loyalty Programme & CRM Simon Large said: “Cathay Pacific has been supporting the Sevens for more than 30 years now, and we are proud to have played a part in the success of the tournament. We do a lot of work every year to promote the Sevens in key overseas destinations as well as our home market. We hope Sevens fans will love the series of activities we have prepared for them.”