News

Cathay Pacific looks back at 40 years of sponsoring Hong Kong Sevens

Cathay Pacific has launched a TV campaign to celebrate 40 years of sponsoring the Hong Kong Sevens rugby tournament.

While last year’s effort around the contest involved air hostesses playing rugby, this year the air crew walk down a busy road in downtown Hong Kong as the time around them changes from the 1970s through to the present day.

McCann’s Cathay Central Team created the ad, which comes a few months after Cathay unveiled its global ‘Life well travelled’ brand platform.

The agency’s ECD Martin Lever told Mumbrella: “We now have north star, a guiding light whereby everything we do comes from the space that knows the difference between traveling and traveling well. Is the Sevens an event that helps people experience more through travel, creating more memorable moments and discovering more? Yes, of course. It folds under that promise.”

At the event itself, which kicks off on 27 March and will be broadcast locally by Now TV, Cathay is to place a booth where its air crew will wear different styles of the famous red uniform through the ages.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing