Cathay Pacific has launched a destination campaign titled “Hong Kong Style” in collaboration with the Hong Kong Tourism Board for the purpose of boosting travel demand to Hong Kong.
The key concept of the campaign is “vacation for adults with fun & treat,” targeting women in their 30s and 40s. The promotion aims to highlight the convenience and charm of Hong Kong as a destination where people can create their own style for spending fun-filled weekends and short vacations, selecting activities from a range of options including gourmet food, shopping and the famous night view.
Promotional materials feature multi-faceted Hong Kong and Cathay Pacific cabin attendants enjoying the nightscape, shopping, and massages. Campaign advertisements have been placed in newspapers, magazines, and online banners along with transit advertisement in the cities of Tokyo, Osaka, Nagoya, Fukuoka and Sapporo. Leading travel agencies plan on promoting "Hong Kong Style" themed tours to visitors.
During the campaign period from Oct 1 until the end of March 2012, Cathay Pacific will also launch the “Reward Mileage Campaign,” which offers a total of 1,000,000 mileage point giveaways. Five individuals are to be selected each month for 30,000 Asia mileage point gifts from among those who travel to Hong Kong using Cathay Pacific during the campaign period.
Additionally, for two months beginning Oct 1 through Nov 30, two winners will be chosen to receive 50,000 miles for Asia by posting a message on “Your ‘Hong Kong Style’” via Twitter or Facebook. To apply, make Tweets on your Hong Kong Style using the Twitter-designated hashtag symbol with the campaign URL, or click the “Like” button in Cathay Pacific Japan’s official Facebook page and post a comment in the campaign section page.© Japan Today