Our communication goal of this project was to seek highest media exposure to create awareness of the public about this promotion within the shortest time span. Basically everyone in HK is CX’s target audience. Should anyone not able to become eligible for the draw still they should know about the offer. This challenge of delivering the campaign message – to every HK people has been met by bombarding the most population when they took the train or walked through the station where each station played as connection point between prime city spots. To communicate the World’s biggest Promotion we needed to create the world’s biggest commotion, everyone in HK needed to be aware of this feel good promotion. To further engage the public we bought the energy of the promotion to life, by taking it to the people, rather than burying the announcement in the newspaper or even employing the online communication channel which is almost the most popular communication channel nowadays.

How did we swamp the whole population within a short duration and created a buzz and energy to bond CX goodwill, we took over the MTR for the period of the promotion. The MTR is the highest traffic transit vehicle in Hong Kong and this was thus selected as the sole channel for form distribution and collection. We utilized 95 tailor-made form dispensers situated at every entrance gate to all trains providing highest ease for people to obtain forms throughout the MTR. The visibility was high and access to the entry forms easy!To further support visibility of this campaign, over 200 pieces of 4-sheet posters were posted randomly throughout the whole system. Complemented with in-train stickers and in-train broadcasts which announced the promotion and ensured that everybody could easily feel the momentum and energy once they stepped inside the MTR system.For form collection, 6 stations with substantially higher traffic flows were selected as collection centres to maximize public response and reinforce call-to-action. Directional signage to the collection centre locations was deployed to ensure the collection process, logistics and people traffic flow was smooth and under control.

Through this promotion, CX has gained extensive PR coverage that portrayed CX as a good corporate citizen and echoed the feel-good energy that was created by the promotion. Cathay Pacific Airways’ The World’s Biggest Welcome, in a nutshell, is all about giving away 10,000 free tickets to the people of Hong Kong making them feel good about and proud of the city, themselves and CX. But how did this ‘small idea’ execute ‘BIG’ in a week successfully was indeed the result of UM’s complete media planning, analysis and skills. Behind the scene was a series of strategic planning, non-stop media negotiation with vendors and publications accomplishing outrageous PR coverage plus positive word-of-mouth effect making the campaign talk-of-the-town event. Without the help of the media team, an attempt to set up mass advertising like this campaign in critical public transport system, Mass Transit Railway (MTR), could almost be impossible as strict rules and policies, demanding censorship and material specifications all add on to the already limited resources Client and Agency had. The resolution UM came up i.e. liasing exhibition sites of size never been seen before, over hundreds of posters, standees at every turnstiles, on-board TV screens, and in-train stickers all contributed to the promotion’s success. The match of these media buy at prime locations as MTR stations brought our Client reached climax in getting the campaign message across. What justifies our submission of ‘Best Use of Outdoor’ to become a winner is the result generated in the whole city, not to mention the publicity obtained in overseas Chinese population. Simple figure as below exemplified our claim.

- 1 million forms given away in 1 day- 6 million forms given away in 8 days- 1 million forms collected in 8 days Such figure proofed that high response rate and participation was contributed by the easy accessibility of form distribution and collection. UM’s selection of placing prominent booths and numerous standees at the same time in high traffic transit area drove the whole town’s attention to this campaign. Hardly any advertiser ever implemented promotion at a scale as this campaign. In addition to statistical figure concluded above, the praise from the Government, industry partners and press media further assured that the core message of CX in making people feel good has been thoroughly delivered.

Cathay Pacific Airways’ The World’s Biggest Welcome, in a nutshell, is all about giving away 10,000 free tickets to the people of Hong Kong making them feel good about and proud of the city, themselves and CX. But how did this ‘small idea’ execute ‘BIG’ in a week successfully was indeed the result of UM’s complete media planning, analysis and skills. Behind the scene was a series of strategic planning, non-stop media negotiation with vendors and publications accomplishing outrageous PR coverage plus positive word-of-mouth effect making the campaign talk-of-the-town event. Without the help of the media team, an attempt to set up mass advertising like this campaign in critical public transport system, Mass Transit Railway (MTR), could almost be impossible as strict rules and policies, demanding censorship and material specifications all add on to the already limited resources Client and Agency had. The resolution UM came up i.e. liasing exhibition sites of size never been seen before, over hundreds of posters, standees at every turnstiles, on-board TV screens, and in-train stickers all contributed to the promotion’s success. The match of these media buy at prime locations as MTR stations brought our Client reached climax in getting the campaign message across.