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.
Cathay Pacific has today announced it will fly daily between London Gatwick and Hong Kong from Thursday 1 June 2017.
The route launched in September of this year on a four times weekly basis and clearly has been a success with an increase in frequency to daily.
The flight will continue be operated with an Airbus A350-900 aircraft in a three class (business, premium economy and economy) configuration. Cathay Pacific will also continue to fly between London Heathrow and Hong Kong five times daily.
After months of speculation, Cathay Pacific has today officially confirmed that it is to launch a four times weekly flight from London Gatwick to Hong Kong from Friday 2 September 2016.
The flight will be operated with an Airbus A350-900 aircraft in a three class (business, premium economy and economy) configuration.
Cathay Pacific will continue to fly between London Heathrow and Hong Kong five times daily.
It is something of a coup for London Gatwick airport to attract an airline with an existing presence at London Heathrow as the trend in recent years has been for long-haul airlines to move routes from Gatwick to Heathrow as and when slots become available.
This route also adds to a growing portfolio of Cathay Pacific destinations in Europe with Manchester, Düsseldorf and Madrid being recent additions. It also represents a significant investment by Cathay Pacific in London which is also currently renovating and expanding its London Heathrow first and business class lounges.
Cathay Pacific is to close its First & Business Class lounges at London Heathrow Terminal 3 for refurbishment and extension from Thursday 26 November 2015.
The lounges will be refurbished and extended and are expected to reopen on an as yet unspecified date in June 2016.
The new enlarged lounges are expected to follow the design concept recently introduced at Cathay Pacific’s The Pier lounge in Hong Kong and other airports such as Tokyo Haneda. This is the creation of Ilse Crawford’s Studioilse design agency.
In the interim, passengers travelling in First and Business Class on Cathay Pacific services from London Heathrow and Silver, Gold and Diamond members of the Marco Polo frequent flyer programme will be invited to use partner airline lounges when checking in at the airport.
Cathay Pacific has not specified which lounges these are but they are likely to include the American Airlines and British Airways Galleries Club and First Class lounges (subject to possible capacity constraints).
The opening of the new Cathay Pacific lounge complex in June 2016 will be widely anticipated. We expect the new lounges will be a very strong contender for one of the most well-appointed lounges at London Heathrow.
The airline has today reopened the first class lounge at The Pier.
Designed by London based agency Studioilse (who also designed the recently refurbished lounges at Tokyo Haneda and Bangkok) the lounge is a continuation of Cathay Pacific’s brand strategy “Life Well Travelled”.