17/07/2026
啟德，在你心目中代表着甚麼？
也許，是一段與家人共同擁有的回憶；也許，是從照片、影片與故事中認識的舊香港。
去年三月底，一架國泰航空 A350 再次低飛維港。機上沒有乘客，亦沒有降落於已消失近 30 年的啟德跑道。但當 CX8100 以約 900 呎飛越維港及啟德體育園上空時，成千上萬人同時抬頭，啟德彷彿再次回到香港人的眼前。
這不單是一場宣傳企劃，更是一次透過航空，重新連結城市情感與集體回憶的旅途。
最近，《Back to Kai Tak》於康城國際創意節（Cannes Lions）勇奪戶外獅銀獎，亦是香港今年唯一於主競賽獲獎的作品。
而這數分鐘的飛行背後，是超過 20 個政府部門及相關單位的協調、四位機師約一個月的特別訓練，以及國泰多個團隊長時間籌備，最終將這個近乎不可能的構想安全實現。
正如 Publicis Groupe Hong Kong 首席創意總監 Christopher Lee 所形容，這是一個近乎不可能、極為大膽的構想，但團隊與國泰一步一步將它變成一場令人難忘的體驗。
航空有時不只是關於移動，而是重新喚起離別、重聚、成長與歸屬。
正如國泰品牌、洞察及市務傳訊部總經理 Edward Bell 所說，大家都記得國泰飛機於啟德升降的故事，因此團隊將這份懷舊情懷化成一場事件，重新吸引世界目光，亦讓首次於啟德體育園舉行的香港國際七人欖球賽成為焦點。
最有影響力的航空故事，往往不只關於航點或服務，而是帶人重新認識一座城市。
恭喜國泰、Leo Hong Kong（Publicis Groupe）及所有參與策劃、協調與執行的團隊。
What does Kai Tak mean to you?
For some, it is a cherished family memory. For others, it is a glimpse of old Hong Kong discovered through photographs, films and stories.
Last March, a Cathay Pacific A350 returned to the skies over Victoria Harbour. Carrying no passengers, CX8100 flew at around 900 feet above Victoria Harbour and Kai Tak Sports Park. As it passed overhead, thousands stopped and looked up. For a brief moment, Kai Tak seemed to return.
More than a campaign, Back to Kai Tak reconnected aviation with a city’s shared memory.
The project recently received a Silver Lion in the Outdoor category at Cannes Lions, making it Hong Kong’s only winner in this year’s main competition.
Behind those few minutes in the air were months of planning, coordination across more than 20 government departments and organisations, dedicated training for four Cathay pilots, and the collective efforts of teams across the airline, ultimately bringing an idea that once seemed ‘an audacious feat’ to life.
As Christopher Lee, Chief Creative Officer at Publicis Groupe Hong Kong, put it, creating a live performance of an aircraft flying past Kai Tak seemed like an ‘audacious feat’. Working together with Cathay, the team transformed that bold vision into an experience people would remember for years to come.
Sometimes aviation is about more than taking people somewhere. It can reconnect people with a city, its history and the memories that define it.
As Edward Bell, Cathay's General Manager, Brand, Insights and Marketing Communications, explained, the team turned the nostalgia surrounding Cathay's Kai Tak operations into an event that got the world talking about the Hong Kong Sevens, held for the first time at the new Kai Tak Sports Park.
Great aviation stories are rarely just about aircraft or destinations. They reconnect people with a city and the stories that make it unforgettable.
Congratulations to Cathay, Leo Hong Kong (Publicis Groupe), and everyone involved in bringing Back to Kai Tak to life.
References: Cannes Lions The Work, Cathay, Campaign Brief Asia, Marketing Interactive, Publicis Groupe Hong Kong
