HK Express and Leo Burnett Shanghai launch 'pay for yourself, not everyone else' campaign to attract mainland Chinese to fly with them

HK Express.jpgHK Express, Hong Kong's low-fare airline, has just launched its first social media campaign in Mainland China.

Started by revealing the "secrets" of the extra charges hidden in the airfares of full-service airlines, HK Express shows Chinese travelers how they make them pay for services that are actually used by other people.


HK Express 2.jpg"At first glance, full-service airlines appear to offer their passengers a better flying experience with extra meals and blankets and other perks. But all these extra frills are built into the cost of every air ticket. So even if you don't want them, you still have to pay for other people to enjoy them!" Charles Johnson, GM of Marketing & Public Relations, HK Express explained. "Through this campaign, we hope to let people know that HK Express values passengers' money, thus offering them a choice of how people want to spend their travel dollars,"

Due to its ideal location, HK Express has been attracting more and more travelers from Southern China in the last few years. To engage with more Chinese travelers, HK Express built up this campaign and launched it on Chinese social media targeting Pearl River Delta region for the first time, encouraging people to spend more smartly on their own journey.

A funny viral video by Leo Burnett Shanghai also went live along with posters, showing people how "ridiculous" it would be when some strangers took the enjoyment which you have paid for.

"We have come up with a series of funny videos to tell travelers how airfares include the cost of services they may not use and don't even want," says Takho Lau, Head of Creative from Leo Burnett Shanghai. "Via this engaging story-telling way, we believe it really brings people the advantages of flying on HK Express."

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