INNOVATORS – Flying Back Home
About
Hong Kong Citizens (Living in HK or Abroad) Speaks Cantonese & English.
Loyal to their national carrier. Mostly or always fly Cathay for their travels. Have had a long relationship with Cathay.
Are Marco Polo members. May travel for business or leisure. Occasionally gets upgraded because of their status.
Age
Ranges
Education
Ranges, but usually have had at least some college education.
Occupation
Varies
Income
$35,000 - 75,000 USD
Brands
Tung Chun, Lee Kum Kee, Espirit, Shanghai Tang, Giordano, UNIQLO, Vita Green Lingzhi, foodrepublic, Nike, Puma
Attributes
Loyal Customer, Dependable Listener, Patriotic Citizen, Proud Contributor, Justice Seeker
Early Adopters – Strictly Business
About
Citizens of another country outside of Hong Kong. May or may not speak English fluently. Trilingual. Married with kids and live abroad.
Usually fly Business Class with Cathay Pacific. Travel on Cathay because of flight frequencies, ideal transfer times, destinations in or around Hong Kong.
High ranked Marco Polo member. Travel expenses paid for but accumulates miles.
Age
30-65
Education
College and Masters Education or Above
Occupation
Business People (eg. Sales, Marketing, Consultants, Manufacturers, Designers, etc.)
Income
$45,000 - 90,000+ USD
Brands
Banana Republic, Men’s Wearhouse, Armani, Salvatore Ferragamo Italia, Cole Haan, Hugo Boss, J. Crew, Zara, Calvin Klein, BMW, Lexus, Mercedes-Benz, Rolex
Attributes
Frequent Flier, Road Warrior, Compulsive Lounge Hopper, Ambitious Executive
Early Majority – New Kid on the Block
About
Live in another country outside of Hong Kong. May or may not speak English fluently. Bilingual.
Flies occasionally with Cathay Pacific. Travel on Cathay because of arrival in a destination in or around Hong Kong. Would like to do a little bit of sightseeing later.
Thinking about becoming a Marco Polo member. Travel expenses paid for.
Age
27-35
Education
College Education
Occupation
Business People (eg. Sales, Marketing, Consultants, Manufacturers, Designers, etc.)
Income
$35,000 - 60,000+ USD
Brands
Harry’s, Levi’s, Nike, Express, Samovar, Gentleman’s Box, Sony, Umami, Mazda
Attributes
Bold Entrepreneur, Living-in-the-Moment Dreamer, Hopeless Romantic, Diligent Businessperson, Dynamic Pragmatist
Early Majority – The Relocated Expat
About
Citizens of another country outside of Hong Kong. May speak one or more language on top of English. Working abroad in Asia but living with family.
Fly Cathay Pacific’s Business Class between HK and America/Europe due to convenience.
Marco Polo member. Travel expenses paid for but pay for personal, family & vacation trips.
Age
29-55+
Education
College Education or Above
Occupation
Finance, Marketing, Sales
Income
$65,000 - 85,000+ USD
Brands
Apple, Samsung, Nike, Adidas, Sony, GAP, MUJI, Piccolo House
Attributes
Dependable Breadwinner, Adaptable Nomad, Responsible Parents, Open-minded Scouts
Late Majority – The Vacationing Family
About
Lives in another country outside of Hong Kong. Families with young kids. May speak little or no English.
Vacations together as a family.
Will look for the most reasonable ticket prices. Not loyal to any particular airline but prefer their national carrier. Search online for the best deals.
Age
27-40+
Education
Some or Complete College Education
Occupation
Office Worker, Teacher, Housewife
Income
$35,000 - 50,000 USD
Brands
IKEA, McDonald’s, Disney, Wal-mart, Volvo, Honda, Toyota
Attributes
Loving Family, Loud Bunch, Frugal Spenders, Careful Guardians, Curious Explorers
Late Majority – Just for Fun
About
Citizens of another country outside of Hong Kong. Now living and working in HK. Speak prior language but picking up on Cantonese.
Travel extensively and mostly for leisure. Love local culture.
Age
17-30
Education
Little or Some College Education
Occupation
Students, Teachers (Abroad Programs), Office Workers
Income
$25,000 -30,000+ USD
Brands
IKEA, Trader Joe's, Hyundai, Anthropologie, REI, Your Local Pawn Shop
Attributes
Adventurous Backpacker, Social Butterfly, Bubbly Optimist, Carefree Wanderer, Freed Artist
Laggards – Young Professional
About
Young citizens of Hong Kong. Living and going to school.
Very loyal to Hong Kong. Would like to change Hong Kong for the better.
Travel on Cathay only with parents on vacations.
Age
5-17
Education
Elementary to High School
Occupation
Students
Income
None, Dependent on Parents
Brands
Jansport, McDonald’s, Nintendo, Lego
Attributes
Innocent Angel, Determined Activist, Patriotic Ambassador, Young Advocate, Hardworking Overacheiver
Personas
Part of a Concept Project for Rebranding Cathay Pacific
View Entire Project Here →