HK’s Central Station, Statue Square exit and surrounds became the epicenter for activity to impact the audience given; Location (CBD); Common departure point for transport to HK Airport; Local perception of “world class”; Statue Square is the HK icon for British heritage. The area was not only blanketed with messages, but 3 Queen’s Guards marched in Central Station (a first in HK) and surrounds to highlight “3x times daily”, this fun human interaction surprised people.

Based on Millward Brown’s Tracking, this campaign truly communicates the desired messages and creates positive perception. CX has more frequent flights to London - 82% Agree strongly / slightly. It was a very eye-catching campaign 79% Agree. It made CX more appealing- 59% Agree. It made you more likely to use CX - 54% Agree.