Cathay Pacific has been a close friend of the Hong Kong Sevens since the very beginning.In 1976, Cathay became the co-title sponsor of the first Sevens, a small but significant rugby tournament held at the Hong Kong Football Club Stadium. One of the first rugby tournaments in the world to attract commercial sponsorship, the Hong Kong Sevens has since exploded onto the world stage and is now a famous and undeniably fun sporting event, attracting press attention from all over the world.
2013 marked Cathay Pacific’s 37th year of sponsorship and Pico were invited to activate Cathay’s Always Game campaign and bring the electrifying atmosphere of the Sevens to life across Hong Kong.
This year, Cathay Pacific wanted not only to catch the attention of the spectators in the stadium, but to help the crowds in Causeway Bay − Hong Kong’s premier shopping district − experience the atmosphere of the Sevens. The idea was to allow the public to ‘become’ rugby players and recreate scenes from across the game, all the way from the locker room to the pitch. Pico activated these experiences at a 70 sq. m. popup store and a 100 sq. m. Sky Garden at Causeway Bay’s Hysan Place and at the Hong Kong Stadium itself. Cathay’s redemption counter at the stadium, in the shape of a rugby ball, became a great photo-taking spot and was made even more attractive by the presence of genuine Cathay flight attendants. It turned out that people loved the idea of having a Sevens booth in the city center, which helped create ‘Sevens mania’ and augmented the visceral experience of watching the games at the stadium.
At the stadium, Pico’s involvement focused on a series of events, booths and boxes. We designed, fabricated and decorated fixtures in Cathay’s two luxurious 25 sq. m. corporate suites at Hong Kong Stadium, at Cathay Pacific booths in the stadium and at the nearby Indian Recreation Club and at the 70 sq. m. The Wing marquee. Our teams helped drive the excitement and continue the fun through games and photo opportunities at the booths, and by helping to bring a more refined sense of enjoyment to the VIP guests in the two Cathay Pacific suites through understated, tasteful interior decoration. By setting the stage for a great weekend, Pico helped Cathay Pacific take the ball into the end zone and deliver another memorable Sevens experience for thousands of people. "Pico has a very professional team! I’m glad we are in good hands." - Rozana Lee, Marketing Manager, Cathay Pacific "Pico is really doing a great job in the set up and also helping people to enjoy the kickathon." - Joyce Cheung, Marketing Manager, Hysan Place
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