Created by McCann-Erickson Worldwide, the initiative is designed to seat the `Super Hub' name with the consumer and travel trade. A three-page print ad announces the airline's `Change of Address' from Kai Tak Airport to Hong Kong International Airport (HKIA).
Craig Briggs, worldwide account director of the Cathay Pacific Airways account at McCann, says the ad "reveals eight super reasons for travelers to choose their new Super Hub: Super Fast, Super Efficient, Super Central, Super Comfort, Super Service, Super Direct, Super Idea and Super Smooth."
All communications feature a round icon with the words `Cathay Pacific Super Hub' positioned with a Cathay Pacific tail plane against the architecture of the new air terminal.
The launch communications will appear in two phases beginning two weeks prior to the opening of the new HKIA on July 6 and run for approximately six weeks in print titles such as the Asian Wall Street Journal, Financial Times, International Herald Tribune, USA Today, Asiaweek, Time, Business Week, Economist, Fortune, The Review, Readers Digest, Yazhou Zhoukan and Newsweek.
Following the `Super Reasons/Super Hub' executions, the second phase of activity features a `beauty shot' of the new terminal and a Cathay Pacific tail plane with the headline `State of the Art Meets Work of Art'.
Subsequent executions pinpoint the specific bene- fits accruing to passengers flying Cathay Pacific to, from and `over' (transiting) their Super Hub.
In one, a business man pole vaults over a wall with the headline `Next Time You Visit Asia, Come in Through the Front Door', extolling Cathay Pacific's geographic advantage over other airline hub operations in Asia situated close to the equator. "Frequent travelers learned long ago that Hong Kong affords measurable time savings and convenience owing to its central location within Southeast Asia," says Cathay Pacific General Manager of Marketing Charles Stewart Cox.
"Now, with a first class 24-hour facility in Hong Kong and our Super Hub product, we can be more ag- gressive at bringing travelers to Hong Kong and Asia via our Super Hub."
In another ad, clock faces are deposited into a piggy bank with the headline `If Time Were Money, Our Super Hub Could Save You a Small Fortune'. A third ad promotes the physical presence of the Super Hub inside the new airport by showing a businessman's feet, which are soaking in a tub, alongside the headline `Hong Kong's New Airport is a Kilometre Long. Fortunately Our Super Hub Will Save You the Walk'.
Cathay Pacific offices around the world will be adapting the communications for use in their local markets. In Hong Kong, activity will involve news- paper and extensive out-of-home schedules. No new television creative has been created for the Cathay Pacific Super Hub, but the airline's sponsorship of CNN International's `Asian Edition' program will carry video billboards acknowledging the opening of the new Super Hub. And Cathay Pacific will sponsor `Travelers Advisory' program vignettes promoting the new Hong Kong International Airport.
The budget for the campaign was not disclosed, but it is "the major focus of the airline's communica- tions plans for the year," says Mr. Briggs.
Copyright June 1998, Crain Communications Inc.