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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.

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.

What we did:
  • Brand Strategy
  • Corporate stationery
  • Sales collateral
  • Video content
  • Digital (Web design and development)
  • Social Media
  • Digital Marketing
  • Press
  • Outdoor
Film used in social media campaign
Digital outdoor billboards
Dedicated campaign website
Corporate stationery and social media advertising
Press advertising
Real time campaign data analytics and reporting
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