HONG KONG – In a move to invigorate travel interest in Hong Kong, Cathay Pacific, in collaboration with the Hong Kong Tourism Board (HKTB), has launched a new destination campaign titled “The Most Fun Per KM².” This creative initiative invites travellers across Southeast Asia to rediscover the vibrancy of Hong Kong one dynamic square kilometre at a time.
Amid a notable 12% year-on-year increase in visitor arrivals to the city, the campaign is a strategic celebration of Hong Kong’s unmatched density of experiences. The campaign positions Hong Kong as a metropolis that condenses culture, commerce, cuisine and creativity into every kilometre.
At the heart of the campaign are three unique digital narratives, following content creators Kai, Irny, and Suhada as they explore distinct districts of Hong Kong, each confined to just one square kilometre. These micro-journeys aim to reveal the multifaceted character of the city, proving that Hong Kong is best explored in concentrated doses of discovery.
Liew Chian Jia, Regional Director of Southeast Asia, Hong Kong Tourism Board, said, “We’re delighted to partner with Cathay Pacific on this campaign that brings to life the incredible depth and diversity of Hong Kong. By spotlighting hidden gems and local experiences, both familiar and beyond the usual visitor hotspots, the campaign reveals just how much variety and excitement can be found throughout the city. We hope it inspires travellers to rediscover Hong Kong in new and unexpected ways.”
Asheen Naidu, Group Executive Creative Director, Leo Singapore added, “Our creative vision behind the campaign was to showcase the juxtaposition that defines Hong Kong, where its densely packed streets turn into a canvas for endless discovery. We wanted to highlight how proximity fuels possibility; where a Michelin-starred restaurant, a tucked-away jazz bar, and a shopper’s paradise can all exist within just one square kilometre. Through this campaign, we sought to embrace Hong Kong’s vibrancy and thus, built a narrative to position the city as a living mosaic of excitement, inspiration and delight.”
In addition to the attractions showcased in the campaign, visitors have much more to look forward to as they plan their travels to the city this year. An exciting line-up of events awaits in the upcoming months, including major K-Pop concerts such as those by Riize and LE SSERAFIM, the Hong Kong Football Festival featuring international clubs including AC Milan, Arsenal, Liverpool FC, and Tottenham Hotspur, and more.
