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Excellence Award
“Every Move Counts”
Cathay
In 2024, Cathay partnered with Siobhan Haughey, Hong Kong’s Olympic silver-medalist, who was well-known for her can-do
attitude and perseverance in the face of challenges, something that resonated strongly with Hong Kongers, and Cathay. That it
wasn’t the successes, but the hard work and incremental gains, that allow you to shine on the world stage. These shared values
made Siobhan the perfect long-term partner and endorse for Cathay.
As the aviation sponsor of the China Hong Kong Paralympic Committee, and in anticipation of the 2024 Paris Olympic Games,
Cathay sought to promote Siobhan Haughey’s spirit, fostering an environment for Hong Kongers to unite in supporting the
Olympic journey of Siobhan and all Hong Kong athletes.
This vision inspired the campaign theme: Every Move Counts.
Cathay embraced Siobhan’s spirit with a film not showing her successes, but all of her trials and tribulations on route to the Paris
games. The behind-the-scenes struggles show her drive as she enters and exits the pool, being cheered on by Hong Kongers.
To amplify the campaign, Cathay dominated city communications and introduced a Fake-Out-of-Home social video, projecting
Siobhan’s images from the film across The Henderson. This bold move sparked curiosity among Hong Kongers, prompting them
to question, “Is this real?” while offering a larger-than-life platform to celebrate their “flying fish.”
Throughout the Games, Cathay’s social channels transformed into a vibrant cheering squad, delivering live updates, engaging
content, and activations to fuel Hong Kongers’ pride in their athletes.
The campaign extended to the Paralympics with an AI-generated film that recreated unrecorded historic moments of Hong Kong’s
medal-winning Paralympians. This initiative included a powerful call-to-action, urging support for the enduring greatness of these
athletes.
Comments from the Judges:
It was commended as a visionary and inspiring campaign that elevated Cathay’s Olympic storytelling into a citywide celebration
of perseverance, unity, and pride. Through its thoughtful orchestration, the campaign demonstrated how a global brand can
translate strategy into emotion — capturing the hearts of Hong Kong people while reaffirming its leadership in creativity and
cultural resonance.
The campaign earned distinction for its meticulous planning and flawless execution across multiple touchpoints. From the stirring
brand film to innovative digital activations, every element reflected precision, agility, and narrative coherence. The collaboration
with Siobhan Haughey was particularly lauded — her authenticity, discipline, and spirit of continuous improvement perfectly
mirrored Cathay’s “Move Beyond” philosophy, turning brand endorsement into a shared ethos. The seamless inclusion of Paralympic
storytelling further deepened the message of equality and purpose.
“Every Move Counts” exemplified marketing at its highest form — strategically robust, creatively daring, and deeply human —
achieving remarkable engagement and strengthening Cathay’s brand affinity and leadership as Hong Kong’s most inspiring airline.
Party to be Recognized for Contributing to the Success of the Programme:
1. Digitas Hong Kong
2. Leo Hong Kong
3. MSL Hong Kong
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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025