CEBU PACIFIC AIR 30TH ANNIVERSARY POP UP

Cebu Pacific Air marked its 30th anniversary with a week-long pop-up at K11 in Hong Kong, welcoming around 200 visitors daily from 17 to 23 March. Rather than a standard brand display, the brand activation was built around interactive experiences, giving guests more reasons to stop, take part and spend time with the brand.

Visitors started with a Digital Travel Tarot Reading, a touch-screen game that matched everyday Hong Kong frustrations with a Philippine getaway. Next came the “You Deserve a Break” Post-It Zone, where guests wrote or typed what they needed a break from, with messages projected live onto the backdrop. Those who completed both activities earned a spin on the Claw Machine, with branded Cebu Pacific merchandise up for grabs. Guests could also capture and share moments from the pop-up, supported by event photography and video production. Posting a photo with the campaign hashtag and tag entered visitors into a daily free-flight giveaway to the Philippines.

The activation brought Cebu Pacific Air closer to Hong Kong audiences, turning its anniversary into a playful and memorable brand experience.