HONG KONG, Sept. 28, 2026 /PRNewswire/ –JCDecaux Transport, Hong Kong’s No.1 outdoor advertising company, is proud to present the experiential campaign with Cathay for its 80th anniversary, featuring a highly engaging passenger-led experience that brings the airline’s iconic uniform bears to Hong Kong International Airport (HKIA) and invites global travellers to celebrate this remarkable milestone for the city’s flagship carrier.
Dressed in different uniforms from across the decades, each bear showcases the evolution of Cathay Pacific’s cabin crew attire and the airline’s distinctive style over time. Passengers can begin their “bear hunt” at Cathay’s check-in counters (aisles B and C), where bears in the current uniform extend a warm welcome to departing travellers.
The experience continues in the Departures Check-In Hall, where six Classic Uniform Bears await for memorable photo moments. After immigration, passengers can encounter more bears in the Duty Free Area and West Hall, further immersing themselves in Cathay Pacific’s heritage throughout their airport journey. To further boost excitement and engagement, passengers are encouraged to snap photos with the bears, share them on social media, and enjoy a special discounted price on the bear blind box at the Cathay Shop.
This year, Cathay launched the special installation to celebrate its 80th anniversary with HKIA advertising. As the airline’s flagship hub, HKIA serves as the central stage for this historic celebration, engaging global travellers across multiple touchpoints. By combining powerful visuals with rich brand heritage, the campaign forges a strong emotional connection with travellers worldwide and reinforces Cathay Pacific’s enduring legacy at every glance.
Ms. Linda Wang, Head of Lifestyle Marketing of Cathay, said “Partnering with HKIA and JCDecaux Transport on our Classic Uniform Bears installation campaign has been a great success. Together, we have transformed HKIA into an immersive showcase of the Cathay story, bringing our 80-year heritage to life in a fun and engaging way. Through HKIA advertising, we have been able to connect with travellers from across the globe, sharing our brand journey and values with the world.”
Ms. Esther Lui, General Manager – Retail Portfolio, Retail & Advertising of Airport Authority Hong Kong, said, “Cathay 80th Anniversary Classic Uniform Bears installation campaign showcases how brand’s storytelling can enrich the passenger experience. Cathay has transformed key airport touch points into a fun ‘bear-hunt’ that brings the airline’s heritage to life and creates memorable moments for travelers of all ages. We are proud HKIA become a global stage for Cathay, connecting passengers from around the world and local residents with the spirit of Hong Kong.”
Ms. Shirley Chan, Managing Director of JCDecaux Transport, stated, “JCDecaux Transport is honoured to launch Cathay 80th anniversary installation campaign and to elevate the passenger experience through innovative, experiential airport advertising. This landmark passenger engagement campaign is a true breakthrough, enriching the HKIA journey with photo moments and an engaging “bear hunt” that inspires passengers to explore, take selfies and spark social viral impact. Cathay’s Classic Uniform Bears installation campaign demonstrates how a brand can bring its heritage vividly to life in a way that is visually striking, memorable and emotionally resonant for worldwide and Hong Kong travellers.”
By harnessing the power of HKIA advertising, Cathay connects with global passengers at every stage of their journey, transforming the airport into a living gallery of the airline’s history and pride, and creating unforgettable moments of delight that stay with travellers long after passengers leaving HKIA.
About JCDecaux Transport
JCDecaux Transport is the main subsidiary of the JCDecaux Group, the number one outdoor advertising company worldwide. Established since 1976, JCDecaux Transport is the market leader in outdoor advertising in Hong Kong and manages the advertising concessions of Hong Kong International Airport, Macau International Airport, MTR*, Airport Express, and Pacific Place Passages.
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*MTR advertising refers to advertising exclusively operated by JCDecaux Transport, including Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express, as well as MTR Mobile advertising. |
Website: www.jcdecaux-transport.com.hk
LinkedIn: https://www.linkedin.com/company/jcdecaux-transport-hong-kong/
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SOURCE JCDecaux Transport
