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.
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?
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