I have been critical of MAN's advertising in the past, but seems they aim to change the tide with the CX launch.
Its already plastered over social media with its own 'hashtag' of #manchester2hongkong (someone will have to explain what this hash-tagging does as Im clueless about social media), its already in the 'new routes' section on the MAN site, as well as the MAN homepage.
Also I have seen a quote from MAN
PR:
'This is one of the most important route launches Manchester has seen in a long time. We have 8 months to get as much information and awareness out there as we can regarding the route, and if that means we need to go for all four corners of the globe and shout about it, then that's what we need to do'.