MOVE BEYOND
Brand Relaunch for Cathay Pacific Airways
BACKGROUND
Cathay Pacific has been a symbol of Asian Hospitality since 1946.
As part of the three-year revival exercise, Cathay redefined its brand purpose. It introduced the new brand idea to consumers and internal staff through an integrated global campaign launched in May 2019.
CHALLENGE
But after three years of cost-cutting in 2019, customer perception and employee morale were at an all-time low. Travellers felt Cathay Pacific’s service standards were slipping, while competitors were perceived as having increasingly good service, outshining us in an area that once made our brand stand out.
At that point, Cathay Pacific needed a revival. A strong rallying cry for our staff and a renewed vow to our travellers.
SOLUTION
The idea – CATHAY PACIFIC. MOVE BEYOND.
A younger, more agile airline. A brand with a glorious legacy but with its eyes on the future. The rebranding marked a new beginning for the airline. It is a brand new Cathay Pacific that has emerged.
A new brand philosophy built on progress was created in a 360 campaign involving TV, Print, OOH, Digital Media, and Social Media like Facebook, Instagram, Linkedin, and Travel Verticals and kicked off with a thematic film, which shows a number of travellers, being filmed from behind, on the move, in pursuit of what they need, what they dream… everything that matters to them.
The visuals showcasing people from different age ranges with varying life aspirations were created to encourage audiences to keep moving forward.
With the support of social media, collaboration with KOLs, and data-driven targeted digital communications, we have pushed brand awareness to a new height.
THE WORKS
CASE VIDEO - Integrated Marketing
Thematic Film
Key Visuals
IMPACT
43.4 million
Impreession
100%
Consideration
14.1 million
Video Views
74%
Top of Mind
100%
Brand Awareness
63%
Preference
Within days, “Move Beyond” became a global conversation, and Cathay Pacific had earned back its place of honour as a proud representative of Hong Kong.
There is one visual that has created an extensive discussion with the community…
CASE VIDEO - Move Beyond Lables
