Publicis Groupe Hong Kong launches new ‘Move Beyond’ global rebranding for Cathay Pacific

Publicis Groupe Hong Kong launches new ‘Move Beyond’ global rebranding for Cathay Pacific

Publicis Groupe Hong Kong has released a new campaign to rebrand the Hong Kong based international carrier, Cathay Pacific.

The Publicis Groupe rebranding campaign was created by Leo Burnett Hong Kong, with media by Digitas and Publicis Media, PR and social by MSL, and the official launch event by the Groupe’s experiential marketing consultancy, Luminous. The launch campaign will roll out in all major city-hubs that are crucial to Cathay Pacific’s business, from Hong Kong to major US, European, and Asia Pacific cites.

This campaign is a complete rebranding for the airline as it strategizes for the company’s future in the competitive travel marketing industry.

The airline’s focus continues to be on customers by focusing on how every individual’s journey, no matter how small or big, offers a unique path to the future. According to the network the tagline, “Move Beyond”, was created to embody this vision, to bring out the adventurer within us all and that inner voice that pushes you to reach beyond. It’s not about how far you’ve come, it’s about how far you’ll go.

The multi-layered, multi-platform campaign tapped on a wide range of Publicis Groupe’s capabilities, covering the client’s needs from strategy, creative, social and digital to media buy, PR, and the launch event. The feature TVC was directed by the renown commercial director Jake Scott, son of Hollywood director Ridley Scott.

The new TVC follows individuals in their personal journey, achieving the small to the remarkable. It demonstrates Cathay Pacific’s commitment to being one of the world’s top service brands that supports every individual, whether that is Hong Kong’s cycling world champion Sarah Lee preparing for her next big race, the Hong Kong band Supper Moment spreading Canto rock beyond their hometown, or the ordinary dreamer inside you and me, Cathay will move you forward.



Publicis Groupe Hong Kong launches new ‘Move Beyond’ global rebranding for Cathay Pacific Publicis Groupe Hong Kong launches new ‘Move Beyond’ global rebranding for Cathay Pacific Publicis Groupe Hong Kong launches new ‘Move Beyond’ global rebranding for Cathay Pacific

Edward Bell, the General Manager of Brand, Insights and Marketing Communications for Cathay Pacific, commented: “This campaign is about bringing out Cathay Pacific’s can-do spirit that has always driven us and our customers forward. Travel is not just about getting from point A to B, but rather it is the ability to connect to people, places, and experiences greater than ourselves. I couldn’t be more pleased how Publicis Groupe has helped us create and bring out this motivating message throughout this rebranding campaign. It has been a great start to our partnership and I’m proud to share this work with everyone as we continue to develop and define our future growth.”

Carol Lam President and CCO of Leo Burnett Greater China said: “The campaign is a story about where we’ve been and where we’re going and how travel isn’t just a means to an end. Sometimes it’s just the beginning of something greater. We’re honoured and excited to have been part of the journey in moving forward with the brand”.

Tom Kao CEO of Publicis Groupe, Hong Kong added: “I’m excited to showcase this strong Power of One effort behind Cathay Pacific’s rebranding campaign. It is an example of how we are truly better when we come together and can amplify our capabilities to meet our client’s full range of needs. I look forward to deepening this partnership with Cathay Pacific and anticipate more great work to come”.

Client: Cathay Pacific
General Manager of Brand, Insights, and Communications: Edward Bell
Brand and Marketing team: Vivian Chan, Ruaraidh Smeaton, Prudence Lau, Ricardo Lo

Agency: Publicis Groupe Hong Kong

Creative Agency: Leo Burnett
Chief Creative Officer: Carol Lam
Executive Creative Director: William Li
Copy: Richard Tunbridge, Jessie Fung, Shiyi Wang
Art: Bobby Chiu, Jeanie Leung, Ryan Chan
Agency Producer: Anita Chan
Project Manager: Pelie Kwok, Shirley Chan
Print Production Manager: Imon Lee
Film Director: Jake Scott of RSA

Media Agency: Digitas
Managing Director: Antony Yiu
Integrated Media Planning and Buying: Urica Wong, Chris Leung, Hilda Ng, Priscilla Li, Gerri Mak, Martha So, Vivian Wong

Event and Experiential Marketing Agency: Luminous
General Manager: Chowpo Kong
Creative: Jay Lee, Anastasia Simone, Rio Lam, Lionel Maung, Nicole Lui
Project Management: Kelly Yeung, Ami Chan, Evelyn Wei

PR and Social Media Agency: MSL
Project Management: Miuson Chi, Karina Cheng, Ewen Cheuk, Ian Yee

Client Management:
Global Client Lead: Angie Wong
Client Management: Victor Lam, Ashley Wong, Lydia Wong, Leon Pat, Kelvin Chan, Headman Lai, Jenny Huen, Selena Leung, Mavis Kwok