Cathay flies over Hong Kong's former airport for nostalgic stunt

It was the most challenging of landings to pull off. The only airport in the world that required a sharp 47-degree turn at 700 feet on approach. At times a daunting task for pilots, one that meant deftly navigating a narrow path between high-rise buildings where planes would fly so close to the buildings below the crew could see people watching TV at home or hanging out the laundry. It was the famous landing only found at Hong Kong's iconic former international airport, Kai Tak, which was closed on July 6, 1998.

Now, 27 years after the airport ceased operations, and to coincide with the debut of the Cathay/HSBC Hong Kong Sevens at the new 50,000 seat Kai Tak Stadium, Cathay embarked on a low-altitude fly-past over the former site of Hong Kong’s International Airport, inspired by the iconic flight path in and out of Kai Tak.

This moment became the subject of a new documentary-style film from Cathay that takes a behind-the-scenes look at the planning it took to get Flight CX8100 to soar the skies around Kai Tak again.

The film, created in collaboration with Leo Hong Kong, follows Cathay captains Geoffrey Lui and Adrian Scott as they prepare for the homecoming flight, capturing their key moments and emotions in the month-long journey to Kai Tak.

 

On March 30, flight CX8100 (named to honour Kai Tak’s 100th anniversary) took off from Hong Kong International Airport at around 4pm, flying past Central, Wan Chai, Kai Tak, North Point and through the Victoria Harbour.

 

To facilitate this special flight demonstration, Cathay partnered with the Hong Kong Special Administrative Region Government to establish a temporary restricted flying zone in and around Victoria Harbour.

 

And to capture CX8100’s fly-past, Publicis Groupe Hong Kong recruited photographers whose images of Cathay Pacific’s landings at Kai Tak are still famous today. Their photographs and live-streamed footage of CX8100’s descent continue to be shared around the world and across Cathay’s social channels.

 

 

“Everyone remembers the stories of Cathay Pacific’s aircraft flying in and out of Kai Tak. So we turned the nostalgia into an event to get the world talking about the Sevens, held for the first time at the new Kai Tak Sports Park,” says Edward Bell, Cathay’s general manager, brand, insights and marketing communications.

Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, added, "Creating a live performance of an aircraft flying past Kai Tak seemed like an audacious feat. But together with the team at Cathay, we worked hard to plan an experience that everyone at this year’s Hong Kong Sevens final will remember. Hopefully for years to come.”  

Campaign’s take: Cathay clearly pulled out all the stops for this tribute flight, capturing the essence of nostalgia in a documentary-style film that isn't your typical ad. The result is a captivating watch that has been worth the effort. By evoking memories of flying into Kai Tak, Cathay has tapped into a special part of Hong Kong's history, resonating with those who remember the airport's significance during its time. The tribute not only celebrates Kai Tak's legacy but also brings back cherished moments for many.