Hong Kong's flagship carrier Cathay Pacific has unveiled a new global campaign "Feels Good To Move" in celebration of the launch of its new premium travel lifestyle brand "Cathay", simplifying the interactions between the airline and its customers.
The "Cathay" brand represents the company's evolution into a premium travel lifestyle brand consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness and payment. Available globally, "Cathay" will now be the company's master brand while Cathay Pacific remains the brand of its airline, said the release.
"Cathay" will soon invite people to capture big and small #FeelsGoodToMove moments in Hong Kong. The most beautiful moments will be broadcast on the streets of Hong Kong and across Cathay’s social channels.
Cathay Pacific's chief executive officer Ronald Lam said: “As the habits and needs of our customers have changed over the years, so too have we. Our evolution into Cathay marks an exciting new chapter in our history, and reflects our renewed focus on the customer and our determination to fulfil our vision of becoming one of the world’s greatest service brands," he added.
In celebration of the global rollout, the brand has collaborated with creative agency Publicis Groupe Hong Kong on a global campaign ‘Feels Good To Move’ which features a short film inspired by the brand’s purpose to move people forward in life. The film begins with the heartbeat of a foetus to represent humanity’s innate urge to move.
As the energetic film showcases moments of restlessness such as foot tapping in a class or pen clicking in a meeting room, the brand further highlights that this urge to move permeates through one’s daily life at every stage.
“This campaign goes straight to the heart of why Cathay exists as a premium travel lifestyle brand – a brand that aims to enable us to live the premium travel lifestyle, every day. Since our beginnings, Cathay has always been about forward progress. Restlessness is in our DNA. This campaign is a celebration of how good it feels to move," said Edward Bell, general manager of brand, insights and marketing communications, Cathay Pacific.
We’re all born with a restless urge to move, never truly staying still even if we're supposed to. Rolling around in our mother’s belly, restlessly waiting for class to be over, those moments where it feels good to shake a little in a yoga class, just because staying completely still is against human instincts," said Natalie Lam, chief creative officer at Publicis Groupe APAC. "This urge to move is exactly why we travel, how we make progress, and why a world-class brand like Cathay exists in the first place, and keeps progressing — to facilitate humanity’s urge to move forward.
“This global brand campaign is an amazing opportunity to defy the category clichés of beautiful destinations and travelers, and look back into the very reason why humans want to move — simply because it feels good. We are very excited to bring a new way of looking at airline creativity together with our brave clients at Cathay," she added.
MARKETING-INTERACTIVE has reached out for more information.
Back in July, Cathay Pacific rebranded its cargo business with the change of its name from Cathay Pacific Cargo to Cathay Cargo, as well as the launch of its new brand platform “We Know How”.
This rebrand reflects Cargo business’ commitment to the same “Move Beyond” ambition as the group, while building on the capabilities in offering leading-edge services to Cathay’s customers. The change of its name aligns with the airline’s overarching brand redesign and reinforces the existing strong brand association and perceptions held by its customers.
“These campaigns among others have their own specific goals which are to build awareness and drive engagement and involvement in our productions and services. But overall, each of these campaigns are also aiming to signal that Cathay is a progressive brand that wants to move forward together with the people we serve,” Bell told MARKETING-INTERACTIVE previously during an interview.
Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.
Interview: Why Cathay sees marketing as 'great investment' during economic uncertainty
HK competition watchdog ends probe into proposed plan between Cathay Pacific and Malaysia Airlines
Cathay Pacific partners with VEDA by Ovolo to enhance wellness dining options for consumers
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window