Cathay Pacific - Move Beyond

Cathay Pacific has replaced it’s “Life Well Travelled” brand promise, with a new tag-line called “Move Beyond.”

According to the Hong Kong based airline, the aim is to embark “on a journey to become one of the world’s greatest service brands.”

Move Beyond obviously conveys the idea of continuous improvement. Cathay Pacific says it also means “moving people forward in life, through the airline’s ability to connect them to meaningful people, places and experiences.”

The new brand promise comes as the airline has installed new seats and WiFi across most of its long-haul fleet, revamped its food and beverage offering and upgraded its digital platform.

There are also new lounge openings, for example in Shanghai, and the airline is also looking to bring back its special “Betsy Beer” (see March 2017 issue).

To showcase the new brand slogan, the airline has unveiled a micro-site, as well as a series of videos showing how Cathay Pacific is ‘moving beyond’ with different areas of its business, from its lounges to its route network.