Hong Kong International Airport’s promotions are helping to generate Olympic fever ahead of the Beijing Games
HONG KONG. Hong Kong International Airport (HKIA) is gearing up for this summer’s Beijing Olympic Games with a series of retail promotions aimed at boosting penetration and spend. HKIA is the official airport for the Olympic Games’ equestrian events.
HKIA is working closely with Visa on a number of major initiatives. From now until August 27, Visa cardholders will receive a Visa Olympics Pin when they spend HK$300 (US$38) or more, or a set of Visa Olympics Chopstick Pens when they spend HK$2,000 (US$256) or more. Cardholders can also present their Visa cards to take photos with sporting heroes Liu Xiang and Yao Ming at Visa’s promotional booths, located in both Terminal 1 and Terminal 2.
In addition, Visa cardholders will be eligible for the Visa “Million Dollar Travel Bonanza” Lucky Draw for each HK$500 (US$64) spent on shopping and dining with their cards anywhere in Hong Kong. Winners can receive travel rewards worth more than HK$1 million (US$128,000) in total.
Passengers can watch the Games at HKIA’s Interactive Sports Arena in Terminal 2
HKIA has also developed an Interactive Sports Arena in T2, in partnership with leading electronics and technology brands, to celebrate the Games. Partner brands include Panasonic, Lenovo, Kodak and Fuwa.
In the Arena, travellers can enjoy a live broadcast of the Olympic Games or challenge themselves with Olympic quizzes. With the themed Olympic sportsground backdrop, visitors can take pictures with an Olympic Fuwa Mascot and will have the chance to take home limited edition Olympic Fuwa Souvenirs with purchases.
Visitors can also transfer their images from mobile phones to the Kodak Media Kiosk via Bluetooth and instantly have the photos decorated with an Olympic Fuwa border and print out for free. In addition, comprehensive information on Olympic Games Equestrian Events will be broadcast at the Arena.
Visa is a key partner for the airport in the run-up to the Beijing Games, which take place in August
HKIA said: “With different promotions introduced throughout the year, HKIA has successfully drawn traffic and stimulated impulse purchases as well as lifting the total spend per consumer.”
According to a March 2008 passenger tracking survey conducted by The Nielsen Company, total spend per person increased by +8% from HK$722 (US$92) to HK$782 (US$100) when compared to March 2007. The biggest increases came from transit and transfer passengers, where spend rose around +10% from HK$836 (US$107) in March 2007 to HK$919 (US$118) in March 2008.
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