Cathay puts brand on the catwalk for 60th anniversary

<P>HONG KONG Cathay Pacific Airways is stepping up its 60th anniversary celebrations with a series of roadshows across Hong Kong.</P> <P><br><br><BR>Hong Kong's flagship carrier, which recently confirmed its acquisition of Dragonair, will complete its nine-month anniversary campaign in September. Titled 'SkyShow: Walking On Air', the first of the on-ground events took place at Festival Walk in Kowloon, with cabin attendants parading the airline's uniform heritage in a 'through-the-ages' fashion show. Consumers were invited to purchase collectibles, including limited edition historical aircraft models and retro-style bags and clothing.  </P> <P><br><br><BR>Three more events are planned in the months leading up to September, with the final show set down for Pacific Place, coinciding with a step-up in print, online, outdoor and television executions through to September. </P> <P><br><br><BR>"Through the advertising we managed to get across our corporate message, but there is some distance between consumers and the airline, so that's why we wanted to bridge the gap," said Celine Ho, manager marketing communications, Cathay Pacific Airways. "We decided to stage the roadshows in the shopping centres to get closer to the community at large, and we wanted to have direct interaction with them. We're out there and we want to thank the Hong Kong people for their support over the last 60 years."</P> <P><br><br><BR>The anniversary push will also include an online charity auction of limited-edition model aircraft.</P> <P><BR> </P>