Edelman & AAHK Elevates Affinity for Hong Kong International Airport in New Campaign

The campaign, created in partnership with Edelman Hong Kong, champions the seamless travel experience HKIA offers from the perspective of some of the city’s most successful and relatable faces: artiste Do Do Cheng, the popular actress and travel show host, cyclist Sarah Lee, Hong Kong’s first two-time Olympic medal winner; and entrepreneur Eric Gnock Fah, co-founder of travel and leisure booking app Klook.

Through a series of films and out-of-home billboards, they explore what the airport means to the people of Hong Kong and highlight its newly advanced services, ultra-modern technology, and unrivalled facilities which makes it stand out amongst even the most celebrated commercial airports.

"Recognising the Hong Kong International Airport as one of the world's most advanced aviation hubs, we understood that its exceptional efficiency, professional team, and services can sometimes be overlooked or taken for granted due to our familiarity with their consistently outstanding offerings. When they approached us, we saw the perfect opportunity to utilize our strategic and creative expertise to finally highlight and celebrate their remarkable contributions” said Sofia Yip, head of brand at Edelman Hong Kong.

“HKIA has always been an airport of the future, and by embracing technology we have added more services to make the travel experience even more seamless for everyone. Edelman captured how HKIA is a living and breathing pillar of success in Hong Kong and one of city’s greatest global products. The project sheds light on the meaningful connection between HKIA and people from various backgrounds by authentically sharing the stories of some of the city's most accomplished and relatable individuals,” added Karen Ng, general manger, corporate branding and marketing at AAHK.

In selecting ambassadors for the campaign, both Edelman and AAHK were very conscious of getting the right personalities involved. 

Karen also said, “When working together, we all agreed that we didn’t want to use celebrity for the sake of using celebrity. We were intentional about finding personalities who have a unique relationship with HKIA – and whose stories can evoke a sense of pride for the airport among Hong Kong people.”

“Most airports are places of anxiety and stress, but Hong Kong International Airport is different," Sofia said. "It is a place of efficiency, convenience and filled with positive memories – whether it’s excitement, comfort or indulgence before a new adventure, or an effortless arrival home – and this is what we wanted to highlight through our different personalities and stories."

This new campaign is part of AAHK’s efforts to celebrate the airport in Hong Kong, bring light to many new features people may not yet know about, and ultimately show why HKIA should still be considered one of the best experiences in global travel.

The first film launched on December 29, with the out-of-home starting to appear around Hong Kong in early January along with the subsequent interviews and films.