February saw Cathay Pacific launch its first global Hong Kong Sevens campaign – called ‘Nobody Does Rugby Sevens Like Hong Kong’ – that acts as an homage to the distinctive culture that make the Hong Kong Sevens a unique ‘destination experience’.
The light-hearted and distinctly HK centric activation is spearheaded by a set of three videos that take viewers inside rugby team changing rooms as players prepare for the start of the tournament with a unique HK twist.
Instead of the usual team bonding exercises, physio therapy, warm ups or rugby banter, instead the players are all found to be participating in and enjoying some of the city’s most cherished rituals.
These range from playing a particularly intense game of mahjong, to drinking aromatic Iron Buddha tea and fuelling up on, err, Gai Dan Zai egg waffles.
These light hearted spots aim to reflect Cathay Pacific’s self-styled role in bringing together the spirit of Hong Kong and rugby to the Sevens for both locals and visitors alike.
As well as the campaign launch phase films (which come in multiple language versions)
the activation will continue with a second phase of work in March that will see a holistic series of digital, social and out-of-home activations across the globe to celebrate the tournament’s festivity.
“With the new campaign, we wanted to refresh our traditional approach to the Hong Kong Sevens and more than ever appeal to the broader Hong Kong community,” explained Cathay Pacific general manager of brand and marketing Edward Bell.
While Carol Lam, President and Chief Creative Officer of Leo Burnett Greater China, added: “Cathay Pacific represents the very best of Hong Kong and the creative idea places this at the heart of target audiences. The contrast of the rugby players’ masculinity and the little Hong Kong touches also dramatize the experience in a fun, memorable way. We are delighted to be part of Cathay Pacific’s storied relationship with the Sevens.”
The activation was created by an integrated Publicis Groupe agency team that included Leo Burnett, Digitas, MSL and Luminous.
Comment:
This activation shows signs that the airline’s flagship Asian regional sponsorship is moving in a fresh creative direction in harness with a new creative agency.
And we think the signs are positive for a successful relationship and a more compelling approach to sports activation.
The unusually twin titled sponsored Cathay Pacific / HSBC Hong Kong Sevens is undoubtedly one of Asia’s longest running and premier sporting and corporate entertaining events.
With a genuine global and pan-regional footprint, plus 40,000 fans per day attending the matches, impressive television viewing figures and a solid line up of global blue chip brand backers it is one of the regions tentpole annual sports properties.
This dual partnership has a long heritage with the event.
Indeed, Cathay Pacific and HSBC’s previous paired partnership with the Hong Kong Sevens ran from 1980 through to the first of two Rugby World Cup Sevens held in Hong Kong in 1997.
It restarted in 2012 when they signed up again as co title sponsors
But Cathay’s own association dates back even further – as it was a backer of the very first edition of the tournament back in 1976.
A 30-year association is certainly a rare thing in international sports sponsorship.
Mr John Slosar, Chief Executive of Cathay Pacific Airways, said: “Cathay Pacific has had a long and happy association with the Sevens. We were there right at the beginning when the Sevens was born in 1976. And we are still supporting the Sevens some 36 years later”
Links:
Cathay Pacific
https://www.youtube.com/user/cathaypacific
https://www.facebook.com/cathaypacific
https://www.instagram.com/cathaypacific/
https://twitter.com/cathaypacific
https://www.linkedin.com/company/cathay-pacific-airways
Hong Kong Sevens
Leo Burnett Hong Kong
http://leoburnett.hk/
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