Cathay shows off fresh tagline, new business plans, and a slick ad campaign

After several turbulent years, Cathay Pacific has stated that is turning the page with the unveiling of a fresh tagline and new business plans.
Ditching the old slogan, “Life well travelled”, the Hong Kong flag carrier has adopted “Move beyond’ to signify an ambition to surpass customers’ expectations and compete with its international competitors.

“For us, it is to have an ambitious leadership mindset. We choose to lead and blaze a trail of progress. It represents our continued commitment to delivering personal service that moves people emotionally,” said Rupert Hogg, CEO of Cathay Pacific.
The airline has released a video directed by the renowned commercial director – and son of Hollywood director Ridley Scott – Jake Scott,  running through the moments that make up a multitude of lives on the move. The video aims to demonstrate the carrier’s commitment to being one of the world’s top service brands that supports each and every individual. To evoke emotion and engagement among Hong Kongers it features appearances by local rock band Supper Moment and professional racing cyclist, Sarah Lee.
“We are proud of what they [Lee and Supper Moment] have done for Hong Kong. Their stories are inspiring, and represent the can-do spirit which Cathay Pacific embraces,” said Edward Bell, general manager of brand, insights and marketing communications for Cathay Pacific.

The entirety of the campaign will be rolled out across Hong Kong, as well as major cities in the US, Europe, and APAC.

“This campaign is about bringing out Cathay Pacific’s can-do spirit that has always driven us and our customers forward. Travel is not just about getting from point A to B, but rather it is the ability to connect to people, places, and experiences greater than ourselves,” said Bell.

“I couldn’t be more pleased how Publicis Groupe has helped us create and bring out this motivating message throughout this rebranding campaign,” he added.

In August 2018, Cathay Pacific decided to end its 25-year relationship with McCann Worldgroup, and appointed Publicis Groupe to handle creative and media in an agency roster.

This rebranding campaign is a joint effort between several entities, with Leo Burnett handling the creative side, Digitas and Publicis Media covering media duties, and MSL tackling PR and social.

In addition to the campaign, Cathay has also unveiled upcoming its plans of business development and service upgrades. Hogg said the acquisition of HK Express was well underway but declined to reveal further details. He also cited Singapore Airlines and its low-cost arm SCOOT, and the relationship of Qantas and Jetstar as proof that operating a budget carrier would not undermine Cathay’s prestige image.

In Q3, the carrier will launch its new business class experience and improve inflight entertainment content. Wi-FI connectivity will be made available on all flights by the end of 2019 as well.

Asked whether the airline would redesign its logo, Hogg said it won’t be changed as the logo is widely recognised across the world.


Cathay Pacific
General Manager of Brand, Insights, and Communications Edward Bell
Brand and Marketing team Vivian Chan, Ruaraidh Smeaton, Prudence Lau, Ricardo Lo
Publicis Groupe Hong Kong

Creative Agency Leo Burnett
Chief Creative Officer Carol Lam
Executive Creative Director William Li
Copy Richard Tunbridge, Jessie Fung, Shiyi Wang
Art Bobby Chiu, Jeanie Leung, Ryan Chan
Agency Producer Anita Chan
Project Manager Pelie Kwok, Shirley Chan
Print Production Manager Imon Lee
Film Director Jake Scott of RSA

Managing Director Antony Yiu
Integrated Media Planning and Buying Urica Wong, Chris Leung, Hilda Ng, Priscilla Li, Gerri Mak, Martha So, Vivian Wong