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Cathay Pacific launches “The Spirit of Hong Kong” campaign, calling for creative entries from the Hong Kong public

30 Jul 2013

Cathay Pacific today announced the launch of “The Spirit of Hong Kong” campaign as part the airline’s support for the “Hong Kong: Our Home” campaign being run by the Hong Kong SAR Government.

“The Spirit of Hong Kong” campaign kicks off with a contest calling on Hong Kong people to submit creative entries that illustrate the spirit of our home city. The airline hopes to create a buzz in the Hong Kong community and encourage people to share their thoughts on what makes the city so special.

Cathay Pacific Chief Executive John Slosar unveiled details of the campaign today together with officiating guest Mr Gregory So, Secretary for Commerce & Economic Development.

Speaking at the press launch, Mr Slosar said: “As Hong Kong’s home carrier for more than six decades, we are proud to lend our support to the Hong Kong SAR Government’s ‘Hong Kong: Our Home’ campaign and invite everyone to share with us the true spirit of this great city. Our ‘Spirit of Hong Kong’ campaign continues the theme we developed with our first Spirit of Hong Kong aircraft back in 1997 and we are looking forward to receive some inspiring and highly creative entries, as we believe it is the extraordinary spirit of Hong Kong’s people that drives the city’s success.”

For the past 66 years, Cathay Pacific has played an integral part in the growth of the local aviation industry and, as a consequence, the development of the local economy. As the city’s home carrier, Cathay Pacific is committed to upholding and promoting the extraordinary spirit of Hong Kong’s people, contributing to making the city a great place to work and live, and generally instilling positive values into the Hong Kong community.

Submissions to “The Spirit of Hong Kong” contest can be in the form of photographs or illustrations and each participant can submit multiple entries. Some 620 air tickets will be given away to the winners, who will be selected by a judging panel and through public voting. Those interested in taking part can find out more about the campaign and submit their entries at www.cathaypacific.com/SpiritOfHK. The deadline for submission is 26 August 2013.

A total of 100 Top Winners and 10 Champions will be selected by a panel of judges and each will be awarded with a pair of round-trip tickets to destinations around the world served by Cathay Pacific and its sister airline Dragonair. They will also get the chance to have their personal images incorporated into the design for the new “The Spirit of Hong Kong” aircraft livery, meaning they will help to carry the spirit of Hong Kong around the airline’s global network.

Submissions to the contest will be posted online on a weekly basis to enable the public to cast their votes. Every week, the 50 entries that attract the most public votes will each be awarded with a pair of Economy Class round-trip tickets to regional destinations served by Cathay Pacific and Dragonair

The “Spirit of Hong Kong” initiative was first launched by Cathay Pacific in 1997, when the airline created a special livery for one of its aircraft that showcased the Hong Kong skyline in celebration of the transfer of sovereignty of Hong Kong. In 2000, the airline unveiled its second “Spirit of Hong Kong” aircraft, created through a livery design competition, reminding people of the resilience of Hong Kong and urging them to work together to overcome the challenges Hong Kong faced.


About Cathay Pacific’s The Spirit of Hong Kong Campaign

Prizes and Categories


Prize (for each winner)

Total Winners

Total Tickets

10 Champions
- Selected by panel judges

Two round-trip Business Class air tickets on Cathay Pacific or Dragonair, from HK to any worldwide destination



Top 100 Winners
- Selected by panel judges

Two round-trip Economy Class air tickets on Cathay Pacific or Dragonair, from HK to any worldwide destination



Weekly Winners
- Public voting on a weekly basis, over four weeks

Two round-trip Economy Class air tickets on Cathay Pacific or Dragonair, from HK to any regional destination



Contest Total






The Contest is open to members of the Hong Kong public. Each participant has to submit an entry to the campaign website - www.cathaypacific.com/SpiritOfHK - consisting of:

·         A photograph or illustration: in JPG or PNG format (minimum 1MB, maximum 5MB)

·         Title: Maximum 30 characters (in Chinese or English)

·         Description: Maximum 300 characters (in Chinese or English)

Together with the entry, participants should also submit a full-body-length photo of themselves that will be featured on the aircraft livery if they win in the contest.

Each participant can submit multiple entries, but will only be eligible for one prize in the Weekly Winner category, and the Top Winner or Champion categories.


Judging Panel

Mr Heung Shu Fai

Managing Director, Sirius Pacific Consultants Ltd.

Mr Thomas Lo

Chief Operating Officer, RoadShow Holdings Ltd.

Mr Perry Mak

Publisher and Managing Director, Hong Kong Economic Times

Mr Siu Sai Wo

Chief Editor, Sing Tao Newspaper Group Ltd.

Ms Chitty Cheung

Director Corporate Affairs, Cathay Pacific Airways


Judging Criteria

Relevance of the message

How the Spirit of Hong Kong is represented



How the message is conveyed in an original, imaginative and ingenious manner


Ability to inspire

The entry’s ability to arouse emotions, stimulate thinking and resonate with people


Presentation quality

The technical competence of the presentation



Contest Schedule

30 July – 26 August
(4 weeks)

SOHK Contest launch – contest website, www.cathaypacific.com/SpiritOfHK, open for public submissions

14, 21, 28 August &

4 September

Announcement of 1st, 2nd, 3rd & 4th week’s 50 most voted entries on website. Total 200 Weekly Winners

30 September

Announcement of 10 Champions and 100 Top Winners on website.

Winners’ own photographs will be adapted into a silhouette and featured on the special aircraft livery