News

Cathay Pacific shows Hongkongers where to start a trip to Manchester

Cathay Pacific has launched a series of short films in Cantonese and English to tell Hongkongers about the most appealing places to visit in the northern English city of Manchester.

One of the films features a student who recommends Old Trafford as the first place to visit in Manchester.

Joyce, who is new to Manchester, recommends Manchester House.

Jin Heng, a restaurant manager, recommends Fig + Sparrow, a lifestyle store and coffee bar.

Part of the campaign is a microsite where there is more information about the city and how to book tickets to visit in the form of an underground train map.

Reasons to visit Manchester

The campaign features a large number of short films, each giving the local perspective on the first places in Manchester to visit. In another of the videos Katie, a teacher, recommends gig venue The Ritz.

Mancunian Lisa is a fan of Chill Factor, where visitors can learn to ski and snowboard.

Helen who is a student recommends live venue Gorilla.

Company director John recommends Manchester Arena.

Katie who works as a teacher recommends the Manchester Town Hall.

Martin Lever, ECD for the Cathay Pacific Central Team at ad agency McCann Worldgroup Hong Kong, said: “The campaign employed a simple “push-pull” strategy. We collaborated with McCann Worldgroup UK – to create content using those who know Manchester best (the English and Chinese communities who live there!) – designed to give the HK audience a whole new perspective on the North of England.”

“Hongkongers could then unlock this content by taking a fun personality test to find out the best place for them to start their own Manchester experience,” he said.

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