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Cathay Pacific to give away 1,000 air tickets to coincide with Hong Kong SAR 10th anniversary celebrations

11 Jun 2007

Cathay Pacific Airways announced it is giving away 1,000 air tickets in its "100 Reasons We Love Hong Kong" worldwide online campaign, launched today to coincide with celebrations to mark the 10th anniversary of the establishment of the Hong Kong Special Administrative Region. This will be the biggest-ever giveaway of air tickets in a competition run in Hong Kong.

As the home carrier of Hong Kong, Cathay Pacific is committed to promoting the city around the world and flying in more tourists to experience Hong Kong's many delights. Cathay Pacific believes there are many reasons why the people of Hong Kong should love their home city, and why overseas visitors should cherish it as a top tourist destination.

The campaign calls on people around the world to submit creative entries that demonstrate their love for Cathay Pacific's home city. Through the campaign, the airline aims to create a buzz in the global online community and encourage people to share what they love about Hong Kong - at the same highlighting the things that make the city worth visiting.

The reasons to love Hong Kong can be submitted through the special campaign website - www.welovehongkong.hk - and can be about anything relating to the city, from the people and lifestyle to the food and scenery. Submissions can be in the form of words or images, or a combination of both, and there is no limit to the number of entries that can be submitted.

A total of 300 entries will be shortlisted for the final round and the senders of these 300 reasons will be awarded round-trip Economy Class air tickets. Winners from Hong Kong can fly to any regional destination in the Cathay Pacific and Dragonair networks, with more than 40 destinations - including Mainland China, Taiwan, Japan, Korea and Southeast Asia - to choose from. Winners from outside Hong Kong can fly in to experience the innumerable attractions of Asia's world city. The 300 entries will all go on public display on the website for worldwide public voting.

A combination of public voting and the scoring of the official judging panel, made up of notable figures from the Hong Kong community, will determine the final top 100 reasons. Winners will be awarded two additional round-trip Economy Class air tickets each.

A lucky draw among voters who are residents of Hong Kong, Mainland China and Taiwan will be held to determine the winners of a further 400 round-trip Economy Class tickets.

Cathay Pacific Chief Executive Philip Chen said, "We are delighted to be running the "100 Reasons We Love Hong Kong" campaign to tie in with celebrations to mark the 10th anniversary of the establishment of the Hong Kong SAR. As Hong Kong's home carrier we have worked hard to build the city's reputation as a tourist destination and world-beating aviation hub, and through this campaign we can send a message to the world about all the great things Hong Kong has to offer."

About the "100 Reasons We Love Hong Kong" Campaign

PRIZES AND CATEGORIES

Cathay Pacific will give away 1,000 air tickets to reward participation in the campaign: 600 tickets will go to shortlisted entries and 400 will be given away as lucky draw prizes among those who vote to determine the final 100 reasons.

The 1,000 air tickets will be awarded through a total of 800 prizes worldwide. Winners from Hong Kong can fly to any regional destination on the Cathay Pacific (CX) and Dragonair (KA) network, with over 40 destinations to choose from. Winners from outside of Hong Kong can fly in to experience the innumerable attractions of Asia's world city.

PRIZE SUMMARY TABLE

Category Prizes Tickets
Local (HK Residents Only)
200 300
Outside Hong Kong (Non-HK Residents Only)
100 100
Overall Top 100
100 200
Voters Lucky Draw
400 400
Campaign Total
800 1,000

CATEGORIES

A. Local - Hong Kong Residents Only

1. Open
  • All ages
  • 150 prizes - each winner will be awarded ONE round-trip Economy Class air ticket from Hong Kong to any regional destination to which CX or KA operates including Mainland China, Taiwan, Japan, Korea, and Southeast Asia.
2. Senior Citizen
  • Age 65 or above
  • 25 prizes - each winner will be awarded TWO round-trip Economy Class air tickets from Hong Kong to any regional destination to which CX or KA operates including Mainland China, Taiwan, Japan, Korea, and Southeast Asia.
3. Student Group
  • Participants must enter as a group of four
  • All four members of the group must be full-time students attending the same school in Hong Kong
  • 25 prizes - each winning group will be awarded FOUR round-trip Economy Class air tickets from Hong Kong to any regional destination to which CX or KA operates including Mainland China, Taiwan, Japan, Korea, and Southeast Asia.

B. Outside Hong Kong - Non-HK Residents Only

4. Open
  • All ages
  • 100 prizes - each winner will be awarded ONE round-trip Economy Class air ticket to Hong Kong from the country/territory of residence or the nearest port from which CX or KA operates.

TWO WAYS TO PARTICIPATE - SUBMISSION AND VOTING

I. Initial Round - Submission

  • Participants are required to fill in a standard electronic registration form and upload their entry through the www.welovehongkong.hk website.
  • Entries must give a positive reason for loving Hong Kong that in some way helps to promote the city as a world-class destination.
    The reason can be anything relating to Hong Kong, tangible or intangible, such as the place, the people, the scenery, the lifestyle, the food, the atmosphere, or the city's spirit and values.
  • Submissions should predominantly be in Chinese and/or English.
  • Only one reason per submission is allowed - but there is no limit on the number of submissions that can be made by any individual or group in any category.
  • Entries will be reviewed by a judging panel.
  • At the end of the four-week submission period, 300 entries will be shortlisted and entered into the Final Round.

Format

  • An entry can be in text or image format, or a combination of both. A title for each entry is compulsory.
  • A maximum of 500 words is allowed per text entry and a maximum file size of 5Mb is allowed for each image in either JPEG or GIF format.

II. Final Round - Voting and Top 100 Selection

  • The 300 shortlisted entries from the initial round will be posted on www.welovehongkong.hk for public voting over a period of two weeks.
    Voters are required to fill in a standard electronic registration form before voting.
  • Each person is allowed to vote only once but can select 10 different submissions per vote.
  • Voting is open to participants from around the world. However, due to licensing requirements, only residents of Hong Kong, Mainland China and Taiwan will be entered into the lucky draw to win one of 400 air tickets.
  • Each lucky draw winner will be awarded ONE round-trip Economy Class air ticket CX or KA. Winners from Hong Kong can fly to any regional destination including Mainland China, Taiwan, Japan, Korea and Southeast Asia. Winners from Mainland China or Taiwan can fly to Hong Kong.
  • The top 100 entries will be selected based on a combination of scoring by the official judges and the outcome of public voting, with each accounting for 50% of the final score.
  • Each of the top 100 winners will be awarded another TWO round-trip Economy Class air tickets on CX or KA. Those whose journeys originate in Hong Kong can choose from either four long-haul destinations - Vancouver, London, Los Angeles and Sydney - or more than 40 regional destinations including Mainland China, Taiwan, Japan, Korea, and Southeast Asia. Winners who are not Hong Kong residents can fly to Hong Kong from their country/territory of residence or the nearest port from which CX or KA operates.

JUDGING CRITERIA

Entries will be judged based on two key pillars: presentation and content.

PRESENTATION (50%)

Creativity The innovative way in which the idea is expressed. Formats can include
photographs, sketches, calligraphy, poetry, or other forms of artwork or writing.

Inspiration
The entry's capacity to stimulate the mind or stir emotions.
Quality of Presentation The level of effort put into creating the work.

CONTENT (50%)

Originality The unique nature of the idea compared to other entries.
Influence The power of the message to persuade people to visit Hong Kong.
Uniqueness The entry's ability to capture Hong Kong's distinctive and unique features.

 

JUDGING PANEL

Professor Andrew C. F. Chan
Professor, Department of Marketing, The Chinese University of Hong Kong
Director, EMBA Programme, The Chinese University of Hong Kong

Mr Robert Chow
Renowned columnist and radio programme host

Mr Heung Shu Fai
Renowned columnist and radio programme host

Ms Carol Lam
Executive Creative Director, McCann Erickson (HK) Limited

Mr Peter Moss
Renowned novelist and scriptwriter
Former Assistant Director of the HK Government Information Services Publicity Division

Mr Chip Tsao
Renowned columnist and radio programme host

Mr Dane Cheng
General Manager Corporate Communication, Cathay Pacific Airways

 

CAMPAIGN SCHEDULE

11 June Official launch - website www.welovehongkong.hk opens for submissions.
11 June -8 July
(4 weeks)
Initial Round - entry submissions. Daily shortlisted entries will be posted on the website for viewing and to provide inspiration.
16 July Announcement of top 300 finalists who will go forward into the Final Round.
16 July - 29 July
(2 weeks)
Final Round - top 300 entries posted on the website for online voting.
Early August Announcement of the top 100 reasons and winners of the lucky draw.