Surfing the Korean Wave with HK Express

In Airlines, Airports, Asia, customers, Event, Investments, Low Cost Airlines, profitability, regulation & compliance, routes, Strategy, travel by Hazel ChenLeave a Comment

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In a press conference to review HK Express’ business performance for 2013, the reinvented low-fare airline company has announced exciting developments that includes a brand new logo and livery as well as its first destination for 2014 in Seoul.

HK Express will be trading its familiar red and gold logo for a much funkier and fresher brand image to better match the airline’s new direction.

According to Andrew Cowen, Deputy Chief Executive Officer of HK Express:

“The new logo and livery design will be rolled out across all of our branding towards the end of March. We wanted to establish a new brand for HK Express to reflect and support the amazing transition that HK Express has undergone in the past year, and the fresh, youthful and dynamic sense that the new design inspires fits perfectly with our ethos as Hong Kong’s one-and-only low fare airline. We look forward to the adventure continuing in 2014 and beyond!”

The revamped outlook is to incorporate elements of Hong Kong’s iconic Victoria Harbour by associating the airline with the city itself. The ‘H’ and ‘K’ of HK Express are extended to remind the onlooker of Hong Kong’s stunning skyline, which is graphically reinterpreted on the rear and tail of the plane, all in a vibrant violet and red that breathe energy and life into the branding.

It was also announced that HK Express will be unveiling its newest destination, the Seoul Incheon International Airport in 2014. The main reason being that Seoul has become one of the top destinations for Hong Kong residents to “surf the Korean wave at the amazing prices for which HK express will eventually be known for.”

Andrew Cowen further elaborated by saying that:

“Since going on sale as an LCC last September, we’ve experienced overwhelming demand. Almost 200,000 Guests have flown with HK Express already, with Tokyo and Osaka being the most popular destinations. Additionally, HK Express’ on time performance (OTP) is the best of all Hong Kong-based airlines, according to official independent statistics.”

“In 2014, we are planning on adding more than 12 new destinations to our network, offering our Guests the opportunity to travel to over 20 destinations across Asia with unbelievably low airfares. To cater for the increase in demand for our service, we’ll also be expanding our current fleet of Airbus A320 aircraft from five to 11 by the end of the year with an aim to recruit over 250 cabin crew and other key operational staff,” he added.

The one and only low fare airline in Hong Kong HK will also hold a launch event for the new brand in late March to celebrate the arrival of the first new aircraft to Hong Kong.

Andrew Cowen was here with us in Singapore about two weeks ago during the World’s Low Cost Airlines Asia Pacific event. Hyuk Park (Director, Planning for Jeju Air) and Frank Kays (CEO, InteliSys Aviation Systems) were with him during the roundtable session on route development strategies. They attracted a strong crowd of delegates! Missed the action? Not to worry, you can always check back on our website for the Post Event Report (coming soon!) and be sure to join us in 2015!

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