Award: CAMPAIGN CATEGORIES \ C11. Best Integrated Marketing

The world loves HK7s… Firmly established as one of the most popular annual sporting events in Asia, HK7s attracts some of the world’s greatest rugby players and thousands of fans from around the globe to Hong Kong every year; with 40 teams playing in front of 120,000 spectators.
… and Hong Kong is a place like no other. Which is why, and more than ever, Hongkongers want their identity, culture and spirit to be heard, seen and recognized in Hong Kong’s most iconic sporting event.
With changes in the business landscape and local sports scene, Cathay needed a fresh take to the traditional approach of their sponsorship of HK7s – to guarantee maximum cut-through, heighteN brand attribution and recall for Cathay’s sponsorship efforts.