Cathay Pacific has announced the UK rollout of its new premium travel lifestyle brand, Cathay, in the UK and the globe.
The airline said in a statement it continues to “evolve Cathay” which now represents much more than airline travel – “Cathay” is now the master brand, simplifying customer interactions.
It signifies “the transition into a premium travel lifestyle brand” consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness, and payment with Asia Miles as its form of currency.
Around the world, Cathay will now be the master brand while Cathay Pacific remains the brand of its airline.
Chief Executive Officer Ronald Lam said: “This month of September marks 77 years since the Cathay story first began with a single Douglas DC-3 aircraft nicknamed ‘Betsy’ and a drive to connect the world and its people.
“As the habits and needs of our customers have changed over the years, so too have we.
“Our evolution into Cathay marks an exciting new chapter in our history and reflects our renewed focus on the customer and our determination to fulfil our vision of becoming one of the world’s greatest service brands.”
Customers across the globe can look forward to an array of new and aspirational offerings in holidays, shopping, dining, wellness and payment.
To celebrate the rollout of Cathay around the world, the brand has launched its first global campaign in three years – Feels Good To Move.
General Manager of Brand, Insights and Marketing Communications Edward Bell said: “This campaign goes straight to the heart of why Cathay exists as a premium travel lifestyle brand – a brand that aims to enable us to live the premium travel lifestyle, every day.
“Since our beginnings, Cathay has always been about forward progress. Restlessness is in our DNA. This campaign is a celebration of how good it feels to move.”
In the UK, the campaign will be rolled out through an integrated multi-channel campaign from mid-September and will run until the end of November.
It will include TV, cinema and radio placements across key platforms and also feature across a selection of impactful sites.
The premium travel lifestyle brand will also launch at London’s prime location, the Outernet Now building, during the month of October creating an immersive visual experience each Thursday to Sunday throughout the month.
Additionally, from 12-15 October, an impressive experiential event will allow the public to be immersed in the world of Hong Kong’s home carrier.
For more information, visit www.cathay.com.
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