Hong Kong – As the Paris 2024 Paralympic Games begin, Cathay has teamed up with Publicis Groupe Hong Kong to launch a new campaign honouring the historic achievements of previous Hong Kong’s Paralympians.
Titled ‘Every Move Counts,’ Cathay’s campaign seeks to revive and spotlight the stories behind Hong Kong’s most legendary Paralympic moments, many of which were barely recorded and have since faded from memory.
The campaign puts a focus on three trailblazing Paralympians—Cho Ping, Benny Cheung, and Ko Chi Kin. Utilising AI, it reimagines and brings to life the pivotal moments when these athletes competed and won medals for Hong Kong.
As part of the campaign launch, Cathay is also rolling out a range of supportive initiatives for Hong Kong’s Paralympians, including special check-in counters, excess baggage allowances, dedicated baggage handling in Hong Kong and Paris, unlimited business class flights, 1 million miles for medallists, and more.
Edward Bell, general manager of brand, insights, and marketing at Cathay, said, “As the Official Airline Partner of the China Hong Kong Paralympics Committee, Cathay wanted to honour the grit, passion, and sheer talent of our home city’s Paralympics team, who share Cathay’s ‘Move Beyond’ spirit. Just like them, Cathay strives to make every move count, so we launched a campaign to ensure that this year these amazing athletes get the recognition and cheers they deserve.”
Halo Cheng, group creative director at Leo Burnett Hong Kong, added, “We’ve been oblivious to the monumental feats from our highest-achieving athletes for too long, but now Hong Kong’s Paralympians are finally getting the cheers they deserve. It was a huge honour to interview past Paralympians and learn their stories. We may have missed out on cheering for past Paralympians, but it’s not too late to cheer on this year’s 23 athletes.”
Cathay recently introduced its new brand ambassador, Siobhán Haughey, a double bronze medallist at the Paris 2024 Summer Olympics. Together, they are championing support for Hong Kong’s local athletes while inspiring everyone to reach new heights in their own journeys.
