Campaign details

Brand: Cathay Pacific
Brand owner: Swire Group
Lead agency: Leo Burnett Hong Kong, Luminous MSL
Country: Australia, Hong Kong, Japan, Singapore, South Africa, United Kingdom
Industries: Airlines
Media channels: Competitions & contests, Email marketing, Events & experiential, Merchandise & free gifts, Online display, Online video, Outdoor, out-of-home, Public relations, Search marketing, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Cathay Pacific had been the title sponsor of the Hong Kong Sevens since 1976 – the home carrier's largest sponsorship. Cathay Pacific developed a cohesive and multi-faceted brand-led campaign with the story 'Nobody does Rugby Sevens like Hong Kong'. The key idea was that Hong Kong makes the Sevens special – leveraging the city's unique textures to make the event and Hong Kong's culture inseparable.