Cathay moves beyond to adopt new branding

May 10, 2019
Hong Kong
Photo: Cathay Pacific

Cathay Pacific’s  “Life Well Travelled”  slogan has joined the well-traveled afterlife after the Hong Kong carrier unveiled new branding saying it would “Move Beyond”.

The airline says the slogan is a call action and reflects the airline’s determination to challenge existing norms “to reach levels of service and customer experience that place it among the world’s great service brands”.

“For us, it is to have an ambitious leadership mindset,’’ chief executive Rupert Hogg said.

“We choose to lead and blaze a trail of progress. It represents our continued commitment to delivering personal service that moves people emotionally. To never stand still.”

READ Cathay the first to fly A350-1000 to Melbourne and  Perth.

A number of commentators have questioned whether the new brand is an improvement on its predecessor and Cathay is no doubt hoping that the call to action does not include passengers moving beyond the airline if it fails to live up to expectations.

Those expectations, according to the airline’s announcement, embody three “core values”: thoughtful, progressive and can-do spirit.

Cathay says these mean:

  • Thoughtful – to respect and care for everyone, wherever they’re from and wherever they’re going to, treating them as the airline’s people would wish to be treated themselves. Cathay Pacific goes to great lengths to understand and help them on their way in life.
  • Progressive – inspired by the airline’s dynamic home of Hong Kong and the Asia-Pacific region, Cathay Pacific brings modern, forward-thinking attitudes and ideas to its customers, in a simple way. The use of technology makes customers’ journeys easy and enjoyable.
  • Can-Do Spirit – inspiring confidence and trust among its customers with positivity and determination.

The airline also points to  more tangible improvements such as new seats, Wi-Fi across the majority of its long-haul fleet and enhanced food and beverage offerings in all classes.

There are several youtube videos on the theme and this is one of them: