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Cathay Pacific unveils new brand message in rebranding campaign

Cathay Pacific has unveiled a new tagline as part of its rebranding, which aims to show its commitment to put customers first by focusing on their experience with the airline.

Called ‘Move Beyond’ and created by Publicis Groupe agencies in Hong Kong like Leo Burnett, Digitas, Publicis Media, MSL, and experiential marketing consultancy, Luminous, the airline hopes to encourage its customers to step out of their comfort zones.

The campaign film, which was directed by Jake Scott, son of Ridley Scott, features Hong Kong’s cycling world champion Sarah Lee preparing for her next big race, the Hong Kong band Supper Moment spreading Cantonese rock beyond their hometown.

The airlines hope the campaign will showcase commitment to support every individual and help them achieve their dreams.

“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 Edward Bell, the general manager of brand, insights and marketing communications for Cathay Pacific.

“I couldn’t be more pleased how Publicis Groupe has helped us create and bring out this motivating message throughout this rebranding campaign. It has been a great start to our partnership and I’m proud to share this work with everyone as we continue to develop and define our future growth.”

Bell also told The Drum that as part of the rebranding, the airline plans to relaunch its business-class cabin in the third quarter of 2019, introduce new in-flight entertainment and re-introduce its craft beer, Betsy.

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