Budget Airline Targets Travelers via Rainy Hong Kong Sidewalks

Cebu Pacific is Taking Advantage of Hong Kong's Monsoon Season

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To encourage Hong Kong residents to book flights to the Philippines, budget airline Cebu Pacific is taking advantage of the island's rainy weather during monsoon season. Via agency Geometry Global (part of Ogilvy & Mather Hong Kong), it is spraying the message "It's sunny in the Philippines" on wet sidewalks in water repellent spray. The words are accompanied by a QR code which, when scanned, leads the consumer to Cebu Pacific's website where they can book vacation flights. The campaign has already led to a 37% increase in online bookings for the airline.

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Jun 20, 2014
Geometry Global
Cebu Pacific
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