It's a little different when CX is operating in/out of their hub, versus VX operates via someone else's hub
Q dosn't have a hub or an idea
The Q idea is pay for a big billboard in HK (somewhere on the above ground part of Lou Wu - Central MTR) which says "fly Q on the A380 three times a WEEK to Sydney".
That was in 2012, CX were doing 3 flights per DAY to SYD. Like that notorious PX ad 25? years ago which had a photoshop of number of kangas "Why stuff around with Q, try the PX alternative"
Edited to add
As SLF Garuda is more pleasant