Cathay has been adopted as a new global premium travel lifestyle master brand by the Hong Kong-based airline.
Cathay Pacific remains the brand of the carrier but it is seeking to evolve with an umbrella concept consisting of complementary categories such as holidays, shopping, dining, wellness and payment.
The company’s first global promotional campaign in three years – ‘Feels Good To Move’ – has been instigated to coincide with the new initiative.
An integrated multi-channel campaign in the UK will run until the end of November, including TV, cinema and radio placements.
Chief Executive Ronald Lam said: “This month of September marks 77 years since the Cathay story first began with a single Douglas DC-3 aircraft nicknamed ‘Betsy’ and a drive to connect the world and its people.
“As the habits and needs of our customers have changed over the years, so too have we.
“Our evolution into Cathay marks an exciting new chapter in our history, and reflects our renewed focus on the customer and our determination to fulfil our vision of becoming one of the world’s greatest service brands.”
Brand, insights and marketing communications general manager Edward Bell added: “This campaign goes straight to the heart of why Cathay exists as a premium travel lifestyle brand – a brand that aims to enable us to live the premium travel lifestyle, every day.
“Since our beginnings, Cathay has always been about forward progress. Restlessness is in our DNA. This campaign is a celebration of how good it feels to move.”