Hong Kong Airlines has announced the appointment of global branding expert George Liu as chief marketing officer.

Heading up Hong Kong Airlines’ branding and customer experience department, his role will be to ensure customer experience is in line with the overall company transition and business expansion from a regional airline to an international carrier.

Liu brings to the position over 25 years of solid experience in brand strategy, marketing, communications, customer relations and government affairs, with successful track records supporting companies around the world.

He previously served as the director, airline global brand and marketing at Boeing Commercial Airplanes, based in the United States for ten years where he managed strategic partnerships with customer airlines in establishing, enhancing and refreshing their brands globally and supported their launching of new international routes.

Prior to that, he was vice president of communications at Boeing China.

Wang Liya, president of Hong Kong Airlines said: “We are enormously excited to welcome Liu to the management team.

“Liu’s proven track record in brand marketing and expertise in the aviation/airline industry will be invaluable as the Company enters its next growth phase and broadens its global reach.”

Established in 2006, Hong Kong Airlines is a full-service airline firmly rooted in Hong Kong.

Liu said: “Hong Kong Airlines is at an exciting stage of development as it evolves to become an international carrier.

“Leveraging on my experience and understanding of the industry and the marketing landscape across the globe, I am looking forward to working closely with the management team to take the airline to the next level.”