Travel magazine

Cathay launches a new Premium Travel Lifestyle brand

Cathay has partnered with Publicis Groupe to launch a new campaign that announces “its evolution from an airline to a premium travel lifestyle brand”.

With the launch of Cathay, customers will enjoy rewards and organized experiences for dining, shopping, wellness and fitness, hotel stays as well as flights, all accessible from the ‘Elevate Your Life ” Platform.

Developed by the Cathay team of Publicis Groupe Hong Kong, the film visualizes these awards with a playful vision of a magical world where the protagonist is raised. She explores a lush vegetable patch, a sea of ​​dresses, a fitness galaxy, and a space filled with hotel chairs, only to find that these scenes are all housed in Cathay’s new premium travel lifestyle brand.

“It’s all part of ‘Move Beyond’ – a vision of leadership, innovation and service excellence,” said Edward Bell, general manager of brand, information and marketing at Cathay Pacific. “Travel meets everyday life. The new “Cathay” brand brings the thought and inspiration of travel closer to our everyday life.

“Hong Kong is a city full of premium lifestyle brands, we need a film that sets Cathay apart from the usual glitzy but identical competition,” said Natalie Lam, Creative Director, APAC and MEA at Publicis Groupe.

“Drawing on Cathay’s legacy of service and attention to detail, we want to take the viewer out of the expected reality, injecting magical twists into everyday moments, and taking them on a journey. immersive and fluid of visual wonder.


Creative Director: Natalie Lam
Group Creative Director: Christopher Lee
Associate Creative Director: Jackie Wong
Senior Editor: Jay Lee, Zee Yeo
Principal artistic director: Anastasia Simone
Agency producer: Annie Tong, Pelie Kwok
Account management: Victor Lam, Jessica Lim, Javy Leung
Production company: NZ Valley Production

Cory E. Barnes

The author Cory E. Barnes

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