Cathay Pacific has just launched its latest marketing campaign for the upcoming Cathay/HSBC Hong Kong Sevens, titled "Nothing Beats Being There." This campaign beautifully encapsulates the fear of missing out (FOMO) that many rugby fans will feel as they anticipate the return of this major sporting event in 2025.

The campaign centers around a character named Johnny, a rugby enthusiast, who pretends to know everything about the sport in a bid to impress his boss and win an all-expenses-paid trip to Hong Kong. However, as fate would have it, Johnny's scheming leads to disastrous results, and his dreams of attending the prestigious tournament begin to fade away.

The essence of the campaign highlights that true excitement can only be experienced firsthand at the Hong Kong Sevens—a powerful reminder that no amount of pretending can replicate the electric atmosphere of the event. As Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, explained, “We’ve all been there, pretending to know more about something than we actually do for fear of missing out.”

The Hong Kong Sevens is not just a rugby tournament; it’s a vibrant celebration filled with thrilling matches, outrageous costumes, and a carnival-like atmosphere that makes it the ultimate party. Each year, the event grows in size and excitement, attracting a diverse crowd ranging from hardcore rugby fans to those simply looking to enjoy the festive environment.

As co-title sponsor and the official overseas travel partner, Cathay aims to elevate the experience for fans around the globe. They are offering exclusive travel packages that include flights, accommodation, and event tickets available through their website.

Next year’s event marks a significant milestone as it moves to the state-of-the-art Kai Tak Sports Park, reinforcing Hong Kong’s reputation as a premier destination for international events. Edward Bell, Cathay’s general manager of brand, insights, and marketing, shared his thoughts on this transition, stating, “Cathay has proudly sponsored the Hong Kong Sevens for over four decades, and this move to Kai Tak is particularly special for us, as it was our home for many years.”

The excitement surrounding the Hong Kong Sevens is unmatched, creating an all-encompassing festival atmosphere that is irresistible. Bell aptly noted, “Everyone becomes fanatical about fun during the event. It’s not just about rugby; it’s a riotous celebration that every fun-loving person should experience firsthand.”

Cathay’s "Nothing Beats Being There" campaign enhances its longstanding message, "Nobody Does Rugby Like Hong Kong." The promotional efforts will include an engaging launch film, interactive social media campaigns, in-stadium activities, and exclusive giveaways across Hong Kong and the globe, building up to the next Cathay/HSBC Hong Kong Sevens set to take place from March 28-30, 2025.

Get ready to witness the magic of the Hong Kong Sevens – because there's truly nothing like being there!