Every Move Counts

Cathay is paying tribute to Hong Kong’s Paralympians by making trailblazing historic moments visible again in a campaign called ‘Every Move Counts’, created by Publicis Groupe Hong Kong.

The achievements of Hong Kong’s Paralympians have long been neglected, and therefore barely recorded – in fact, broadcast networks in Hong Kong first aired the Paralympics only a few years ago in 2021.

When Cathay realized that many of Hong Kong’s most legendary Paralympic moments were barely witnessed, and long forgotten, it set out to tell their stories with a campaign called ‘Every Move Counts’.

“As the Official Airline Partner of the China Hong Kong Paralympics Committee, Cathay wanted to honour the grit, passion, and sheer talent of our home city’s Paralympics team, who share Cathay’s ‘Move Beyond’ spirit. Just like them, Cathay strives to make every move count, so we launched a campaign to ensure that this year these amazing athletes get the recognition and cheers they deserve,” says Edward Bell, General Manager of Brand, Insights, Marketing at Cathay.

‘Every Move Counts’ puts three pioneering Paralympians in the spotlight: Cho Ping, Benny Cheung and Ko Chi Kin.

Halo Cheng, Group Creative Director at Leo Burnett Hong Kong, explains: “We’ve been oblivious to the monumental feats from our highest-achieving athletes for too long, but now Hong Kong’s Paralympians are finally getting the cheers they deserve. It was a huge honour to interview past Paralympians and learn their stories. We may have missed out on cheering for past Paralympians, but it’s not too late to cheer on this year’s 23 athletes.”

For the launch of ‘Every Move Counts’, Cathay is supporting Hong Kong’s Paralympians through various initiatives: special check-in counters and excess baggage allowance, dedicated baggage handing in Hong Kong and Paris, unlimited business class flights and 1 million miles for medalists, and more.

The Paris 2024 Paralympic Games takes place from 28 August until 8 September with an expected 4,400 Paralympians participating from all over the world.

Cathay recently announced its new brand ambassador, Siobhán Haughey, who won two Bronze medals at the Paris 2024 Summer Olympics. Together, they are driving Hong Kong’s support for its local athletes, while inspiring everyone to strive for new heights in their own journeys.