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Hong Kong Airlines

In 2016 Hong Kong Airlines announced direct flights from GCA to Hong Kong. Awareness of this new route was low and we recommended they conduct a local area marketing campaign to increase awareness.

Our recommendations included the use of Digital (Display ads, Social Media), Outdoor, and Search in conjunction with a flight offer ($500 return, Gold Coast to Hong Kong). This was done using imagery of Hong Kong Airlines international brand ambassador, Jackie Chan.

We recommended all this collateral should direct to a local Landing Page, as we felt the current website would not speak to the local audience or give us enough tracking visibility.

What we did:
  • Brand Strategy
  • Corporate stationery
  • Sales collateral
  • Video content
  • Digital (Web design and development)
  • Social Media
  • Digital Marketing
  • Press
  • Outdoor

We worked closely with the Hong Kong Airlines international office to ensure that brand guidelines were adhered to – not only for artwork application but also for tone of voice, language and overall brand messaging.

From here we proved that local demand is very high. With a strong amount of traffic to the website amounting from the Gold Coast and Brisbane markets. With up to 1000 weekly site visitors and a conversion rate as high as 50% the campaign was a major success.

On a limited budget we executed a cost effective campaign that cut-through, had bags of personality, and delivered business to Hong Kong Airlines. Year on year, bookings increased by 250%, and by monitoring and reporting on the campaign on a weekly basis, we were able to optimise target audiences to ensure our core market were always engaged.

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