Cathay Pacific | The Fun is Back | Hong Kong

The annual Cathay Pacific and Credit Suisse Hong Kong Rugby Sevens tournament kicks off on 26 March. McCann Erickson Hong Kong has debuted a through-the-line campaign promoting the event.

by | 03/09/2010

In its 34th year this year, the Sevens is one of the biggest sporting events in Hong Kong. Rugby fans will gather from around the region for the tournament and, no doubt, the after parties too.

The dedicated Cathay Pacific Central Team at McCann Erickson

has focused on the event's party spirit and launched a campaign titled 'The fun is back’. The TV commercial tells the story of a businessman boarding a flight full of unusual travellers including a man with a beer hat and a couple in mid-drift policemen costumes. The businessman eventually puts down his guard and joins in the fun.

Cathay Pacific’s Sevens website is also hosting different competitions to encourage people to participate. There is a video competition for people to upload their party videos and win tickets to next year’s game plus round-trip plane tickets to any of Cathay Pacific’s destination. A photo competition will start on the day of the Sevens in partnership with Flickr.

The event is also using Twitter and Facebook to keep people updated on the latest news and to drive awareness.

Credits:
Project The Fun is Back
Client Cathay Pacific
Creative agency McCann Erickson Hong Kong
Executive creative directors Sylvester Song, Thierry Halbroth
Exposure Telelvision, print, online