1. Core submission document template Campaign Categories PR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, Connaught Road West, Sheung Wan, Hong Kong Tel: Fax:

2. Entry Details Kumamoto Route Launch Hong Kong Airlines
Entry categories:
5. Best Launch/Relaunch
10. Best PR Campaign – Lifestyle
24. Best Use of Social Media
NOTE:  Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red.  Marks may be deducted if the strict slide number of entry submission is exceeded.

3. Entry Video
Click the button to play the video or visit:

4. (10%) Max. 1 slide
• A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors
Challenge
Hong Kong Airlines is 1st airline operating direct flight from Hong Kong to Kumamoto. As the first mover to this market, Kumamoto is very new to most of the Hong Kong people.
There are many other popular travel destinations in Japan and Kumamoto was not the primary choice for most of the Hong Kong people.
Challenges:
How to raise the awareness of Kumamoto, shaping it as a “must visit” destination
Tight schedule for promotion (less then 2 months) before the inaugural flight - Oct 27, Dec 14, 2015
Objectives:
Average load factor to reach 80%+
Boost travel interests to Kumamoto
Urge consumers to purchase air tickets from Hong Kong Airlines
Target Audience:
Aged Millennials who love to explore new place for next travel
Competitors:
Other airlines which operate routes between Hong Kong and Japan

5. To create BIG noise in the market within short of period time
(30%) Max. 2 slides – slide 1
A clear rationale of why you chose this PR approach. The core insight on which you focused your
strategy. An outline of your message, along with creative and media thinking. How these were
developed to be both distinctive and impactful.
Mandatory information: Core strategy, campaign concept and creative rationale.
Strategy
Identify a “unique element” which has close association with Kumamoto and is loved by our targets, further link it with Hong Kong Airlines by creating happenings in social media, and finally amplify it through different PR channels.
Social media as the core and 1st step of the campaign
After we have established the “heat” in social media, we further spin it off by other PR channels say event, print, outdoor ad and premiums.
Two key social viral elements
The hilarious performance by lovely KUMAMON (the nationally popular & no. 1 mascot in Japan )
viral quote “Holiday, 我真係好掛住你 (I miss you so much!)” which was from Hong Kong Airlines sponsored TVB TV episode “Trimph in the Sky 2”, a campaign “熊本縣 KUMAMON真係好掛住你 (Miss you much)” was developed.
To create BIG noise in the market within short of period time

6. (30%) Max. 2 slides – slide 1
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Execution
Facebook game “Mail to KUMAMON”
After writing a letter to KUMAMON by inserting Kumamoto elements, every 5th participants who joined the game would get a replied postcard from KUMAMON (Quota: 1000) and the one with the best letter could win free return tickets to Kumamoto, plus 5-day holiday!
An event page “Meeting with KUMAMON”
The page updates all news about KUMAMON x Hong Kong Airlines activities as well as gathered Fans in one platform before street event on Nov 29. (
Interactive and integrated series of promotional activities both online and offline
Cooperation with hot social media platform 100Most
A video in which KUMAMON acted as the handsome captain “Mr. Cool” and urged his fans to visit Kumamoto with him by taking Hong Kong Airlines’ exclusive direct flight from Hong Kong.

7. Execution Engage KOLs to perform Facebook Live Video
(30%) Max. 2 slides – slide 2
- An overview of how your campaign/strategy was implemented
- The different tactics/medium used within the programme
- The roles of these different tactics/medium
Execution
Engage KOLs to perform Facebook Live Video
During the event “Meeting with KUMAMON”, we invited KOLs to perform Facebook Live Video (which was newly launched at that time) and numerous media which contained large Facebook fanspage – Weekend Weekly , U Travel, GoTrip, Milk, Flyagain, Flyday etc. to report the news of the event instantly on social media. Many fans also posted their photos with KUMAMON on the event page and their own social media to make it further viral. This brought back from offline event to online to reach other consumers who didn’t attend the event.

8. On-site participation of 6,000+
(30%) Max . 2 slides – slide 1
- The campaign’s bottom-line impact.
- Notable changes to the stakeholders’ behaviour.
- Clear evidence/metrics demonstrating the campaign’s performance.
- A clear rationale as to why you believe this qualifies for a PR award.
Results
Overwhelming response from the public!
KUMAMON X HKA
Cabin Crew Roadshow
On-site participation of 6,000+
Social media &
online viral
Reach over 2
million
$500K free media coverage
…meaning around 1 in 3 Hong Kong people have viewed our posts
Average loading standing high at ~90%
Satisfying sales results
Fully aroused
travel interests
Google search enquiry
Up 30%
All tickets were sold out for 1st flight to Kumamoto – 100% Loading! Flight in the first week after launch were fully loaded.
“Hong Kong Airlines”
“Kumamoto”
“Kumamon”

9. Supporting Visuals Meeting with KUMAMON event
Max. 2 slides – slide 2 (optional)
Meeting with KUMAMON event
“Meeting with KUMAMON” event page

10. Supporting Visuals Mail to KUMAMON Partnership with 100Most
Max. 2 slides – slide 1 (optional)
Mail to KUMAMON
Partnership with 100Most