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Cathay Pacific launches ‘Always Game’ Campaign for 2013 Hong Kong Sevens

15 Mar 2013

Cathay Pacific Airways is back as Co-Title Sponsor and Official Airline of the Hong Kong Sevens 2013, and is getting the fun underway by launching the “Always Game” marketing campaign, which includes the airline’s new Sevens television commercial and a Sevens pop-up store at Hysan Place.

As Hong Kong’s home carrier for 66 years, Cathay Pacific is deeply committed to serving its home community by staging world-class events and bringing visitors to Hong Kong. Combining great sporting action and a carnival atmosphere, no other event can capture the spirit and magic of Hong Kong like the Sevens. Cathay Pacific has been the event’s loyal support for more than three decades, and each year it flies in thousands of visitors to enjoy the rugby and experience all the delights Hong Kong has to offer.

Every year, people look forward to watching another highly entertaining Hong Kong Sevens television commercial from the airline. To promote the Sevens in its home market and share in the excitement of the tournament, this year Cathay Pacific invited the Hong Kong public to participate in the commercial for the first time, with an open casting session held in February.

The commercial, “Always Game”, is a warm and upbeat continuation of the airline’s last Sevens commercial, and is about celebrating the Sevens with Hong Kong. To showcase the dynamic nature of the city, the commercial was filmed on the streets of Hong Kong, with authentic locations ranging from a dim sum restaurant in Tai Hang to the busy shopping area of Paterson Street.

The airline is also partnering with Hysan Place this year to spread the magic of the Sevens even further. “Always Game at Hysan Place” will run from 15 to 24 March, during which a Sevens pop-up store will be set up in the Causeway Bay mall, including a “kickathon” booth, a photo booth, and a gift redemption booth for an online game running in conjunction with the new TV commercial.

Cathay Pacific General Manager Marketing, Loyalty Programme & CRM Simon Large said: “Cathay Pacific is committed to helping stage great events in Hong Kong, and they don’t come more popular – or more entertaining – than the Hong Kong Sevens. Our aim is always to make the Sevens a more enjoyable experience for everyone, and this year we have invited the Hong Kong public to be part of the Sevens television commercial for the first time. Their support has made it special.”