Photos: Cathay Pacific and McCann take in-town check-in to a new level

Cathay Pacific and McCann Worldgroup executed an on-ground activation last week to promote Cathay Pacific’s direct flights offering morning arrival in 13 European destinations.

As part of a '#WakeUpFresh in Europe' campaign, the brand erected a check-in counter and four departure gates along the high traffic Fashion Walk in Hong Kong's Causeway Bay neighborhood.

Passersby got a chance to "check in" for a chance to win a round-trip flight on one of three newly launched direct routes: Brussels, Copenhagen and Dublin. To do so, they had to stop a clock on the exact time the flights usually land in the morning at those destinations.

The activation ran for four days and the agency says that 4,600 people engaged with the event.