Cathay Pacific has adopted a new tagline for its global Meet the Team campaign, but the airline stressed the change was not a consequence of its cockpit scandal.
The new tagline "People. They make an airline" marks Cathay Pacific's return to airwaves after the company decided to postpone the global campaign following the cockpit scandal that dominated headlines in August.
Cathay Pacific spokesperson Elsa Leung said the new tagline was not a consequence of the scandal but reflective of its new aim to set it apart from other airlines.
"We are introducing a new campaign line to tell our passengers that it's our people who set us apart from other airlines," Leung said.
"Cathay Pacific staff treat passengers as individuals because they are individuals themselves."
The new tagline replaces its existing catchphrase "The team who go the extra mile to make you feel special."
The new global ad campaign will run in Hong Kong, Europe, North America and Asia Pacific markets will until mid-December.
A total of six TV commercials have been created by McCann Worldgroup's Cathay Pacific Central Team, along with outdoor billboards, a "Meet The Team" website and mobile platforms for iPhone and iPad applications.
"Our People and Service campaign was so well received last year. This year we have new staff stories on our revamped Meet the Team website, seven new print ads, and six new TV commercials," Leung added.