Cathay and Siobhan Haughey highlight ‘Every move counts’ philosophy

Cathay has released a series of videos on social media featuring its ambassador swimmer Siobhan Haughey, demonstrating how she embodies the brand's belief that "every move counts”.

Also known as "Every move counts", the campaign coincides with the National Games of China, where Haughey is competing and has won two gold medals. Meanwhile, since 2024, Cathay has been collaborating with Haughey as its brand ambassador, accompanying her on her journey toward excellence and connecting with each passenger as they soar forward together.

A spokesperson from Cathay told MARKETING-INTERACTIVE that building on the success of its 2024 "Every move counts" campaign, the airline aims to strengthen its connection with Hong Kong through Haughey, who made history as the most decorated Olympian from Hong Kong at Paris 2024.

"We believe that, like Siobhan, the people of Hong Kong value incremental gains, achieving life goals through consistent daily dedication. This philosophy shapes our campaign’s key message: 'Every move counts'. While our 2024 campaign focused on celebrating local athletics, this year we are expanding the narrative to showcase how the spirit of 'Every move counts' is embedded in Cathay’s operations," said the spokesperson. 

To illustrate how the spirit of ‘Every move counts’ resonates, the campaign has produced three short social videos, each drawing parallels between Haughey and a specific aspect of Cathay’s operations, emphasising the airline's commitment to safety, attention to detail in experience design, and the importance of teamwork. The first video emphasises how every great leap by Haughey is the result of countless preparations leading up to the moment. This mirrors Cathay's commitment to preparing for the world stage and ensuring passenger safety, with meticulous attention to every detail before taking the next step forward.

The second video highlights how every breakthrough, no matter how small, results from Haughey's relentless focus on precision. Whether it’s achieving speed in milliseconds in the water or enhancing customers' travel experiences, the continuous refinement of every detail makes true progress possible. It also features the development process of Cathay’s Aria Suite business class, emphasising that the exceptional in-flight experience stems from meticulous attention to detail.

Meanwhile, the third video features Siobhan's belief that the path to achievement is never a solo journey; it requires teamwork at every step. Whether it’s earning a spot on the podium or facilitating a passenger's journey, this collective dedication drives everyone toward a shared goal. Cathay features this same spirit, inspiring everyone to leap further.

Overall, by winning two medals at the 2024 Paris Olympics, Haughey has become the most decorated Olympic athlete in Hong Kong's history. Behind this applause, there are no shortcuts; it embodies her spirit of "Every move counts"—achieving great goals through attention to small details and taking each step toward her dreams.

The campaign primarily focuses on social media, along with additional touchpoints such as Cathay’s Inspiration Magazine, membership eDM, and PR, according to the spokesperson.

Edward Bell, general manager of brand, insights and marketing communications, Cathay, said: "'Every move counts' came to us as more than just a slogan—it embodies a value that has been upheld at Cathay long before the tagline was conceived. We are thrilled to continue our partnership with Haughey as Cathay’s brand ambassador, who shares the same spirit in her journey of pursuing excellence. With her recent triumphs at the 15th National Games, I’m excited to see what’s next for Haughey and for our journey together."

Don’t miss: Cathay unveils multisensory experience at Kai Tak West Bridge

Recently, Cathay has launched an audio-visual experience at the West Bridge of Kai Tak Sports Park (KTSP), inviting visitors to embark on a captivating journey through the shared history of Cathay and its home city, Hong Kong.

Titled “Taking off again with Kai Tak”, the initiative will run from 12 November until 31 December. The West Bridge is located on the historic extension of the former Kai Tak Airport runway.

Related articles:

Cathay unveils multisensory experience at Kai Tak West Bridge
Cathay mulls buying back HK$6.96bn stake from Qatar Airways
HeyMax expands into HK with Cathay partnership