When it comes to the Cathay/HSBC Hong Kong Sevens, it’s not just about rugby – it’s about passion, excitement, and unforgettable experiences that leave a lasting impression. As an official sponsor of this iconic sporting event, Cathay Pacific has launched a captivating campaign designed to ignite the spirit of adventure and showcase the unique allure of Hong Kong.
Titled “That’s What We Call A Seven,” this innovative campaign, created in collaboration with Publicis Groupe Hong Kong, captures the essence of the Cathay/HSBC Hong Kong Sevens and celebrates the exhilaration of being part of such a legendary event. Through a dynamic launch film, viewers are introduced to Eric, a character who discovers that nothing in life compares to the thrill of attending the Hong Kong Sevens. From the electrifying atmosphere of the stadium to the world-class rugby action, every aspect of the event is portrayed as a perfect score – a true “seven” in Eric’s rating system.
Edward Bell, General Manager of Brand, Insights, Marketing at Cathay, explains the inspiration behind the campaign: “We wanted to remind people of the unparalleled excitement of the Hong Kong Sevens and showcase how it transcends ordinary experiences. From the moment you step into the stadium to the exhilarating matches on the field, the Hong Kong Sevens offers a level of entertainment and energy that is unmatched.”
Since its inception in 1976, the Cathay/HSBC Hong Kong Sevens has become one of Asia’s most renowned sporting events, attracting rugby fans from around the world. As the co-title sponsor and Official Overseas Travel Partner, Cathay Pacific is committed to delivering an exceptional experience for fans by offering exclusive travel packages that include flights, tickets, and accommodations.
Christopher Lee, Executive Creative Director at Publicis Groupe Hong Kong, elaborates on the campaign concept: “We wanted to tap into the universal tendency to rate and evaluate experiences. By highlighting the unmatched excitement of the Hong Kong Sevens, we aimed to show that it sets the standard for perfection – a true ‘seven’ in every sense.”
To bring the campaign to life, Cathay is launching a series of activations and initiatives in Hong Kong, including out-of-home advertising, social media campaigns, and in-stadium experiences. These activations invite people to participate in the excitement of the Hong Kong Sevens by sharing their own experiences and rating the city’s most iconic attractions.
As the countdown to the Cathay/HSBC Hong Kong Sevens 2024 begins, anticipation is building for another unforgettable event. Taking place from April 5th to 7th at the historic Hong Kong Stadium, this year’s Sevens promises to be a celebration of rugby, culture, and community. With tickets selling fast and international visitors flocking to Hong Kong to be part of the action, the Cathay/HSBC Hong Kong Sevens is set to deliver another year of thrills, excitement, and unforgettable memories.
For rugby fans and adventure seekers alike, the Cathay/HSBC Hong Kong Sevens represents the pinnacle of sporting excellence and entertainment. Whether you’re cheering from the stands or exploring the vibrant streets of Hong Kong, the Sevens offers an experience like no other – a perfect “seven” in every way.
