Cathay Pacific's new brand campaign encourages passengers to 'get themselves moving'

Cathay Pacific's new brand campaign encourages passengers to 'get themselves moving'

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Cathay Pacific has unveiled a new brand campaign with a new tagline “Let’s Get Moving ;P", to empower passengers to travel to discover beautiful destinations, delightful people, and meaningful experiences. 

Done in collaboration with Publicis Groupe Hong Kong, the campaign ad features various Cathay mementoes such as slippers, poker cards, hairbrushes, eye masks and mugs being turned into moving objects and wearing a smiley face. They reminded a family to bring their essential belongings while they are packing their bags for their next trip. The Cathay slippers jumped into the luggage by itself. Meanwhile, the hairbrush moved away stuffs that were covering a passport. The stack of poker cards also transformed into a row by the window, seeing the family leave their home for their next trip.

"Seeing your Cathay collections brings a smile to our faces. We know that each item tells a story from a point in time, and we can't wait to continue the narrative (and your collection!) with you," Cathay said in its statement.  

The campaign has garnered 2.1 million views on YouTube since its launch, with some netizens saying that the mementoes were "very cute, especially considering I have so much Cathay stuff lying around", while some said it is the most attractive airline ad as it is cute, funny and energetic, a check by MARKETING-INTERACTIVE saw. 

MARKETING-INTERACTIVE has reached out to Cathay Pacific for additional information.

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Most recently, Cathay Pacific has released its traffic figures for March 2023, which saw passenger load factor surpass 90% reflecting the ongoing strong demand for travel. The Cathay Pacific Group, comprising passenger airlines Cathay Pacific and HK Express, reached 50% of pre-pandemic passenger flight capacity levels as planned, covering more than 70 destinations as of the end of March.

Cathay Pacific carried a total of 1,322,180 passengers last month, an increase of 4,217% compared with March 2022. The month’s revenue passenger kilometres (RPKs) increased 4,828% year-on-year. Passenger load factor increased by 44.8 percentage points to 90.4%, while capacity, measured in available seat kilometres (ASKs), increased by 2,384% year-on-year. In the first three months of 2023, the number of passengers carried increased by 3,907% against a 2,174% increase in capacity and a 4,432% increase in RPKs, as compared with the same period for 2022.

Cathay's chief customer and commercial officer Lavinia Lau said: “The first quarter of 2023 has been one of continued improvement for our travel business as we maintain our focus on reconnecting Hong Kong with the world. Cathay Pacific’s passenger numbers continued to increase month on month in March, growing 19% to more than 1.3 million compared with February.

“We resumed services to three more destinations – Shanghai Hongqiao airport, Haikou and Nagoya in March. Hongqiao in particular saw huge demand for both business and leisure travel. Our Japan and South Korea flights benefited from good passenger traffic for the cherry blossom season and demand ahead of the Easter holiday. Demand between Hong Kong and Taiwan was similarly strong, including transit traffic from Taiwan to Europe and Indonesia via the Hong Kong hub."

Regarding its travel business, Lau said the company continued to see strong demand into the Easter holidays, reflecting positive and robust sentiment for travel. "On 9 April, we broke the 50,000 mark for the first time since the pandemic, carrying 53,233 passengers on that day. We are actively working to add more flights to our schedule to satisfy customer demand, in particular between Hong Kong and the Chinese Mainland. Between now and the end of October, the number of return flights will be progressively increased to about 160 per week, covering 16 airports in 15 cities. This includes four return flights per day to Beijing, six return flights per day to Shanghai Pudong airport and nine return flights per week to Shanghai Hongqiao airport."

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