I would have a more optimistic view on this issue. We have to remember, that this promotion is not a simple PR of Cathay Pacific Airways, but this promotion serves 2 major purposes as far as I know:

1) Cathay aims to generate additional revenue from the seats sold to the companions who will be travelling with the winners. Say someone in the household wins this contest, he/she will mostly likely to bring someone along on the same flight. This can fill up the otherwise empty seats during the low season when this ticket will be valid for.

2) HK tourism will get a boost from the visitors, and even the slight recovery of the region's economy will generate more incentives and consumer confidence for travelling, thus bring more businesses to Cathay in the long run.

For the above reason, I believe Cathay should allocate enough seats solely for the winners of these promotion. However, this does not neccessary mean that Cathay will ease up on their award inventory control.

At least this is my take on it. Any other thoughts?