Cathay Pacific’s “Move Beyond” Brand Refresh

Cathay Pacific has launched a light refresh of its brand identity with a new advertising slogan “Move Beyond”.

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"Move Beyond" Cathay Pacific
“Move Beyond” (Image Credit: Cathay Pacific)

Cathay Pacific has launched a brand refresh with a new advertising slogan “Move Beyond”.

This replaces “Life Well Travelled” which launched four years ago. This also involved significant upgrades to its lounges at London Heathrow and Hong Kong, designed by Studioilse.

Where as the intention behind “Life Well Travelled” was comfort and well being for all passengers and a “softly spoken, strongly felt” brand, there is now more of an emphasis on progressive forward-thinking values, in addition to thoughtful, high quality service.

Whilst the rebrand is relatively modest and won’t win awards for breaking new ground, the supporting ads do feature much greater diversity. This is something which, if truth be told, many of Cathay’s local rivals are not known for.

Cathay Pacific has also confirmed that its bespoke craft ale “Betsy Beer” will return to the airline later this year. It also promises to add more entertainment choices to its in-flight entertainment system which it claims will offer the broadest content of any airline in Asia. WiFi will also be available on all flights by the end of this year.

Cathay Pacific is also due to take delivery of the first of 21 Boeing 777-9 aircraft from 2021.

To mark the relaunch Cathay Pacific has released a new “Masterbrand” film as well three shorter films highlighting its network, fleet and lounges.

The campaign is also supported by a dedicated microsite.

The brand refresh follows Cathay Pacific ending its long-standing relationship with the advertising agency McCann last year with the appointment of VCCP and Publicis Groupe.

Singapore Airlines is currently undertaking a review of its brand identity and it will be interesting to see whether it is prepared to make a break from the era of “Singapore Girl”.

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