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Travel & Tourism
Key objectivesEver since Qantas Airways landed its inaugural flight into Hong Kong Kai Tak Airport in 1949, it has been a key connector between Hong Kong and Australia. This campaign is to celebrate the 70th anniversary of its service in Hong Kong, to strengthen top-of-mind consideration of Qantas for air travel to Australia in the Hong Kong market.
DeliverablesOne hero campaign video — Morning Studio’s first “advertorial plus” production — was created by leveraging archive materials and interviews with pilots, arranged by Qantas; this video highlighted the creative input and high production standard brought by the Morning Studio team. The video was followed by three branded content stories under the theme, “The Past, The Present, and The Future”, to show how Qantas has been playing an important role for culture, trade, and travel exchange between the two countries for 70 years. Posts on Facebook were used to distribute the content through social media, on both SCMP and Qantas channels.
Results - Over 238,000 page views for the series, with the story of Australian expat Bruce Ryde achieving particularly high page views and social media engagement — reflecting the interest of our SCMP readers.
- Advertorial piece was ranked no. 2 on SCMP.com Most Shared dashboard among all the editorial pieces