SSHK — Social Strategy Hong Kong Brief the desk

Case study

Hong Kong International Airport

Three-Runway System 10km International Race

Transport & Aviation CampaignEvent
Hong Kong International Airport — key visual

The story

Turning skepticism into support.

There was significant public skepticism and negative sentiment toward the Three-Runway System Project.

The race offered a unique opportunity to highlight the Project's progress and HKIA's management excellence — significantly improving overall public sentiment.

Results

  • Sentiment shifted from predominantly negative to over 90% neutral or positive in post-event discussions
  • Over half of Hong Kong's population was aware of and actively discussing the Three-Runway System
  • 100%+ increase in engagement across official project social platforms

In the wild

Hong Kong International Airport campaign content 1Hong Kong International Airport campaign content 2Hong Kong International Airport campaign content 3Hong Kong International Airport campaign content 4Hong Kong International Airport campaign content 5

Keep exploring

More works

All case studies →
MTR — MTR — Social Retainer MTR MTR — Social Retainer OCBC — OCBC — Social Retainer OCBC OCBC — Social Retainer Generali — Generali — Social Retainer Generali Generali — Social Retainer