Axa has signed an embedded distribution and branding deal with HK Express that will see the insurer’s logo featured on the livery of the Asian airline’s first A321 neo aircraft.
The Hong Kong and Macau division of the global insurer announced the partnership with the airline brand of the Cathay Group on 17 June and said it represents a “breakthrough” in Hong Kong’s marketing landscape as it is the first time a brand has featured on an aircraft livery.
Customers booking flights through the HK Express website will now be offered the choice to add an Axa travel insurance product to their booking in a single click.
Axa has a shared interest in target markets that sit within HK Express’s route network including Mainland China, Japan, Korea, Taiwan China, Thailand, Vietnam, and the Philippines.
Kenneth Lai, chief general insurance officer at Axa Hong Kong and Macau, said the insurance group has been actively expanding its insurance ecosystem.
He added: “We collaborate with leading partners from different industries and strive to offer more personalised and tailored coverage.
“We understand that the demand for travel insurance has become more diverse. We hope to bring a seamless travel experience to our customers.”
The deal represents the first time that Axa has worked with an airline partner based in Hong Kong and the insurer said it will now look to work with the airline to “explore products” that bring innovative solutions to the market.
HK Express operates a fleet of 34 aircraft on 25 routes.