Global airline brand Cathay Pacific is launching a new premium travel lifestyle brand called “Cathay” that offers a new range of offers in dining, shopping, hotels, and wellness – enabling the brand to engage with customers not only when they fly with the company, but every day. The first of these offers will be a new Cathay co-branded credit card which will be launched in Hong Kong. These will all culminate in a refreshed customer relationship programme in the first half of 2022.
Cathay brings together Cathay Pacific, Marco Polo Club and Asia Miles all in one place, simplifying the way the brand’s customers interact with it, including how they earn status and use miles. According to a statement by the brand the “Cathay” position was created to make its proposition more appealing. “By integrating our offerings and through better partnerships, we will bring a wider range of products and services to the benefit of our customers,” said the brand.
Initially, “Cathay” will only be available in Hong Kong while Cathay Pacific will continue to be the brand known to the rest of the world. Over time, the “Cathay” premium travel lifestyle brand will be extended to other markets. Publicis Groupe Hong Kong and NZ Valley Productions were in charge of the film. OOH visuals were also created as part of the launch.
Chief executive officer Augustus Tang said: “Our ability to enter the travel lifestyle space and the success of this strategy is built upon the enduring strength, trust and respect that Cathay Pacific has established over 75 years of accomplishments, and the hard work and dedication of our people around the world. At the heart of the ‘Cathay’ brand is a celebration of all the best things we love – and have missed – about travel. We are very proud to have been connecting our customers with people, places and experiences around the world through the joy of travel."
“‘Cathay’ reinforces our commitment to engage with our customers in their everyday lives with world-class service. By adding more value and simplicity, we are helping to move them forward in life as per our ‘Move Beyond’ purpose," he added.
Earlier this month, Cathay Pacific announced its new business model. Under the new plan, Cathay Pacific will become just one of the brands within the Cathay ecosystem.
It's reported that the senior management of the company has likened the plan to that of AirAsia, which offers a wide variety of businesses including food delivery, online groceries as well as health and insurance segments. Previously, the company rolled out an ad that shows multiple lifestyle items via email to its customers. In that email, the company said that it is "always searching for new ways to help you move forward in style – to connect you with people, places and experiences that matter."