Cathay Pacific had an exceptionally tough few years, given the extent to which Hong Kong was locked down during the pandemic. With border restrictions lifted and transpacific travel demand coming back shortly, the airline is finally profitable once again. In light of this recovery, the company has released its first major new ad campaign in years.
In this post:
Cathay Pacific’s new global brand campaign
Cathay Pacific has a new global brand campaign, called “Feels Good To Move.” This isn’t just intended to promote Cathay Pacific as an airline, but it’s also intended to promote the Cathay lifestyle brand, which was launched in 2021. With Cathay, the company is trying to better monetize its favorable brand recognition outside of flying, by rewarding people for shopping, dining, booking hotels, and more.
The roughly two minute ad shows a lot of movement, plain and simple, and there’s a lot going on. Here’s how Cathay Pacific describes this:
Ever since our first heartbeat, we have an innate urge to move. This urge to explore and evolve is at the heart of why we travel. The restlessness in our DNA is what pushes us to move beyond, so you can connect with meaningful moments and experiences. This is an ode to the world’s dreamers and flyers, and every adventurous soul – in other words, all of us. It feels good to move.
My take on Cathay Pacific’s new ad campaign
I think Cathay Pacific’s ad campaign nicely captures a sentiment that many people have, especially those in Hong Kong. After having movement limited for so long during the pandemic, people are happy to be moving around again, whether it’s down the street to a restaurant, or to the other side of the globe.
The ad is modern, upbeat, fast paced, and will probably have wide appeal. However, for my personal preferences, I’m not sure I love this ad, and I’m not sure it really makes the point that Cathay Pacific is a premium brand. I suspect that’s intentional, and part of the airline trying to appeal to a broader audience. Maybe I’m just getting old(er), but there’s way too much going on in the ad, and I certainly don’t feel relaxed after watching it.
As a point of comparison, earlier this year, Singapore Airlines unveiled its “Welcome To World Class” ad campaign, which was the carrier’s first major campaign since the start of the pandemic. Now that’s a great ad, if you ask me, and I love how consistent Singapore Airlines is with the tone of its marketing.
A Cathay Pacific executive had accused Singapore Airlines of copying the airline with the above ad campaign. He claimed that Singapore Airlines was copying Cathay Pacific’s “Life Well Travelled” campaign from several years back.
Personally I also find that campaign to be much more elegant than Cathay Pacific’s new ad campaign. But that’s just me, and we all have difference preferences.
Bottom line
Cathay Pacific has rolled out its newest global ad campaign, called “Feels Good To Move.” It’s intended to promote the Cathay lifestyle brand, and the general joy of moving around (and not just by plane). The ad is very fast paced and seems to appeal to a younger audience. Personally I prefer Cathay Pacific’s old marketing, which more emphasized the airline as being premium, with a more soothing theme.
What do you make of Cathay Pacific’s new ad campaign?
I can see why you don't understand the CX ad, because it doesn't have subtitles like SQ's does. It's not only promoting the airline, or saying people are happy after the pandemic. It explains why this brand is relevant to people. Several destinations are included, some products from dutyfree are shown, rugby is there because CX sponsors some events in the city. You can see the values it is promoting: gender equality, inclusivity, community connection....
I can see why you don't understand the CX ad, because it doesn't have subtitles like SQ's does. It's not only promoting the airline, or saying people are happy after the pandemic. It explains why this brand is relevant to people. Several destinations are included, some products from dutyfree are shown, rugby is there because CX sponsors some events in the city. You can see the values it is promoting: gender equality, inclusivity, community connection. The child, flying for the first time (probably) and he feels good.
But i see what you mean, it doesn't set a premium tone. I think it's a good ad though.
Two brief flashes normalizing amputees ??? That more a WEF than a Chinese thing ???
It’s fun… But we shouldn’t be fooled: HK isn’t what it once was… as a result neither is Cathay. And no glossy ad can change that.
I really like this commercial! Modern, fun, and upbeat.
It's interesting that you compare it with the latest Singapore Airlines campaign - which is nice but imho pretty staid. I mean, here comes the Singapore Girl yet again. I get it, it's what Singapore Airlines does but that doesn't really align with what I aspire to.
Wow that SingaporeAirlines ad is good: sign me up for World Class! I also noted the repeated "United" phrase in the Cathay Pacific ad, perhaps a subtle hint about everyone soon being united with China? The Cathay ad is just an extended tiktok, so it's aimed at that demographic; the music seems to be a version of a K-pop beat...does that make it C-pop?
This is a Cathay-brand launch ad, not an ad for Cathay Pacific (the airline). Confused? Yeah, me too! That's why comparing it to the SQ ad is not really appropriate. I think the intent here is to highlight the different offerings under the Cathay brand, from flying to restaurants to merchandise.
Seems like I heard the words "feel United" in there many times! Thought it was a United commercial.
"Feels good to move" ??? That's the #1 reason I struggle to get my partner on a long haul flight - lack of ability to move around and be active.
It's nice but I'd like to see more routes and frequencies.
Dear Cathay,
For the love of God, please just release some Awards seats for US to HKG…
Thanks.
there is a missed point here - that those spending the real money like the premium, slower paced image. this ad may appeal to a certain segment, but their choice of travel is primarily price driven.
If you interested in the Mahjong, it priced HKD4880 with wooden box in CX e-store
There nothing to copy from either. These ads are yawn city, and have been regurgitating from decades by so many brands. Completely utterly forgettable
Terrible ad. A few years ago, Cathay was a loved brand by locals and beyond, as such you could attract a significant premium (plus most of us were locked in). Today, their reputation is tarnished, the last few flights I’ve had all had very basic issues. The staff are clearly unhappy and HK is not the place it once was.
In addition, their redemption is currently 0’d so my million miles are useless for now.
Singapore must be loving this…
Was that a Scarlett Johansson cameo?
This whole "lifestyle brand" is such utter nonsense and waste of resources. No one cares. They need to restore their route network and frequency, bring back the quality staff that knew what they were doing, and concentrate on being an AIRLINE.
China wants people to believe that the covid lockdowns inflicted some unique, lasting damage to Hong Kong. That is just an excuse.
During the height of the pandemic, China enacted an extradition law where anyone on the CCP's naughty-list can be extradited to the mainland. Hong Kong's autonomy vanished, and with that, a key reason why some people would visit Hong Kong. Now, anyone concerned about CCP attention won't even want to pass through there.