Cathay unveils multisensory experience at Kai Tak West Bridge

Hong Kong flagship carrier Cathay has launched an audio-visual experience at the West Bridge of Kai Tak Sports Park (KTSP), inviting visitors to embark on a captivating journey through the shared history of Cathay and its home city, Hong Kong.

In a conversation with MARKETING-INTERACTIVE, a Cathay's spokesperson said that the West Bridge is located on the historic extension of the former Kai Tak Airport runway. "Through this installation, we want to showcase key milestones that have shaped Cathay’s story, and connect visitors with the spirit that has propelled both Hong Kong and Cathay through the decades."

Titled “Taking off again with Kai Tak”, the initiative will run from 12 November until 31 December. It targets lifelong sports and entertainment fans, first-time guests and visitors to Kai Tak Sports Park, and passersby, added the spokesperson.

The Cathay-branded West Bridge marks the latest initiative in Cathay’s partnership with KTSP, offering an immersive experience stretching close to 100 metres that transforms the walk between Sung Wong Toi MTR and the Kai Tak Stadium into a vibrant timeline.

As the exclusive founding travel partner at Kai Tak Sports Park, Cathay is committed to supporting the development of sports, arts and culture, and promoting mega events that put Hong Kong on the world stage.

The project features a two-minute-long experience that captures Cathay’s early beginnings in the 1940s, with its first aircraft “Betsy” taking off to the skies, the 1960s where Cathay soared above Kowloon City, and the ’80s and ’90s with customers flying to popular destinations around the world.

This transitions to the modern day, showcasing Hong Kong’s athletes who Cathay sponsors as they perform on the biggest stages, and its aircraft performing the iconic fly by at the most recent Cathay/HSBC Hong Kong Sevens to mark the event’s debut at Kai Tak Stadium. Along the way, memories of the old Kai Tak Airport’s legendary runway, sporting triumphs, and Cathay’s inspiring firsts unfold, ensuring that every visitor feels part of Hong Kong’s dynamic story.

In terms of marketing strategies, the spokesperson said the brand seeks to connect its heritage with Hong Kong’s cultural pride by presenting its story from its origins to today. "We want to transform the outdoor space into a living canvas that takes visitors on a captivating journey through the shared history of Cathay and our home city, Hong Kong. This activation can also elevate visitors’ experience when they attend the mega-events in Kai Tak Stadium."

Developed in collaboration with Publicis Groupe, Cathay has leveraged multiple channels to boost visibility, including press media, social media, digital platforms, member communications, campaign activations, and mega-event promotions.

Return on investment (ROI) is measured through West Bridge footfall, event attendance, press coverage, social mentions, engagement levels, as well as feedback from partners and members.

Cathay chief customer and commercial officer Lavinia Lau (pictured third from right) said: “Kai Tak has an important place in Cathay’s history, representing the origin of our journey and having been our home for many decades. The West Bridge is located on the historic extension of the former Kai Tak Airport runway where our aircraft once touched down. We aim to bring the audio-visual experience at the West Bridge to life by showcasing key milestones that have shaped our story, and by connecting visitors with the spirit that has propelled both Hong Kong and Cathay through the decades."

"The West Bridge is more than just a passage—it’s a living showcase of movement, aspiration, and shared pride. We hope everyone, from lifelong fans to first-time guests, comes and leaves Kai Tak Sports Park feeling inspired, welcomed, and part of a legacy that empowers them to move beyond," Lau added.

Kai Tak Sports Park CEO John Sharkey (pictured third from left) said: “We are delighted to unveil this spectacular feature that showcases the strong relationship between Cathay and the Kai Tak precinct, which has played an important part in the aviation history of Hong Kong and its home carrier."

"With our strategic collaboration, we aspire to establish a focal point for both local and international audiences, and enhance Hong Kong's profile on the world stage. Witnessing this feature is truly spectacular—a must-see for everyone,” added Sharkey.

MARKETING-INTERACTIVE has reached out to Cathay for more information.

Don't miss: Cathay launches short film celebrating the parallel journeys of art and travel

Last month, Cathay launched a short film titled “Slowly explore, fully inspired,” highlighting the parallels between art and travel. This film builds on Cathay’s three-year partnership with the West Kowloon Cultural District Authority (WKCDA), established in 2023, to promote Hong Kong as a world-class arts and cultural destination.

With a vibrant blend of humour and heart, the short film captures how discovery is not limited to a seasoned traveller or art aficionado, but a joy that anyone can experience when they allow themselves to slow down and explore with fresh eyes.

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