Marco Polo looks to reignite the magic of travel with new branding overhaul

Eight Partnership and Cathay Pacific have launched a new brand, design and communications strategy for Marco Polo Club, the loyalty programme of Hong Kong’s global airline.

Developed in close collaboration with the Marco Polo Club team, the strategy aims to revitalise the brand, placing greater emphasis and pride in the sense of belonging and highlighting the diversity of its membership. The effort is part of the premium carrier’s ongoing long-term rebranding process. Eight introduced a more refined approach to the design and developed a brand strategy that intends to recapture the romance of travel for the airline’s most loyal passengers.

“The rebrand marks a shift away from frequency to focus on recognition and relationships,” says Maria Arango, senior brand consultant at Eight Partnership.

“We are refining the way the Marco Polo Club is experienced and just as importantly, celebrating a peer group by elevating the way we communicate and interact with them.”

Highlights of Eight’s work for Marco Polo Club are new designs for the membership cards, digital communications and bespoke accessories. The Marco Polo Club refresh also includes more exclusive content produced for members. This content, including a series of books profiling the club’s members from a range of backgrounds, aims to be a source of inspiration and cultivates the feeling of being part of a notable and distinctive group of people.

“The design and content we have created is a contemporary take on the original intent of the Marco Polo Club,” says Iain Richardson, Executive Creative Director at Eight Partnership. “The brand has become more refined and more elegant, with premium items that align with the interests of the club’s well-travelled and well-informed membership.”

Last year Cathay Pacific General Manager for Marketing, Loyalty Programmes and CRM, Julian Lyden, announced changes to the Marco Polo Club as part of an overall effort to improve the airline’s relationship with its members, and include an updated visual identity as well as new lounge experience.