HKIA has repeatedly been recognised as having the best airport dining at a global level by UK-based consultancy Skytrax. The recognition was successfully backed up by viral campaign 'Ho Ho Sik' in 2010 which led to the challenge of how to continue the momentum into 2011.
Running to the tagline 'Eat to your heart’s content', HKIA introduces its magnificent selection of tastes and flavours from over 80 restaurants via an integrated campaign with an interactive 3D online game at its heart.
Available at the campaign website or official Facebook page, the campaign aims to connect the world’s travellers with the world’s best airport dining experience.
Visitors collect an AR code from the site and place it in front of their webcam to see 3D images of various delicious dishes on offer at HKIA. By rotating the code, visitors can find information about special dining promotions from almost 50 airport restaurants.
In the airport, awareness of the game and dining promotions is driven by Hearty Dining Ambassadors, who greet passengers and invite them to join the game for the opportunity to find out more about the offers available – and enhance their travelling experience in the process.
To drive viral buzz, game players are invited to use their webcams to take pictures with their favourite dishes, and share the photo with their family and friends through sending an e-postcard, on Facebook or by saving and sending by email. Further executions bundled with year-round dining offers run across print, POS and online banners.
“On top of offering taste, price, quality service and variety, HKIA tries to offer new, fresh and different dining experiences, giving the world’s travellers a more pleasant journey,” said CC Tang, Euro RSCG's Hong Kong chairman and Greater China chief creative officer.
“With this campaign we hope not to just highlight the amazing food, but also make the campaign visible, tangible and experiential for our target consumers. Dining at HKIA is not just about great food – it can also be a very enjoyable experience.”
Euro RSCG has been the AOR for HKIA for eight years.