Cathay Pacific / HK State of Mind

Stories of Hong Kong told by the creative entrepreneurs shaping it.

In an effort to showcase alternative views on Hong Kong, drive home-city content and messaging, and to build relationships with local Hong Kong entrepreneurs, Cathay Pacific Airways engaged LIIPSTIIK to create the creative strategy and production approach for a new Cathay content series called Hong Kong State of Mind. The series aimed to illustrate Cathay’s home city through the eyes of its local creative entrepreneurs.

LIIPSTIIK collaborated with XYZ‘s founder, Belinda Koo, to share her experience of traveling and love for Hong Kong. Belinda took us inside her studio in Central where she talked about the importance of practicing mindfulness in the hectic streets of Hong Kong, and invited us around her favorite escape from the city – Chi Lin Nunnery. The story was produced for Cathay’s digital, social media and print channels, and engaged local fitness advocates via an activation across XYZ’s social and CRM channels, in addition to Belinda Koo’s personal Instagram.

Read the full interview on Cathay’s Life Well Travelled platform here.

LIIPSTIIK Project Team

Creative Strategy: Jocelyn Liipfert Lam
Project Management: Jacqui Matthews
Photographer: Amanda Kho
Hair & Makeup Styling: Shue Lai
Creative Coordinator: Sarah Chiang