Subscribe to Newsletter

Cathay reveals new branding, its ‘call to action’

HK airline believes the new brand reflects its approach to go beyond the standard or expected.


Cathay Pacific’s refreshed branding doesn’t just comprise a new slogan, but is also a call to action, says the airline. 


With the words Let’s Move Beyond, the Hong Kong-based carrier aims to work “with the purpose of moving people forward in life, through the airline’s ability to connect them to meaningful people, places and experiences”. 


Put simply, Cathay says it’s on a journey to become one of the world’s greatest service brands.


“Over the last seven decades we have grown to become one of the world’s leading airlines, and our goal now is to continue to move forward by becoming one of the world’s greatest service brands,” Cathay Pacific CEO Rupert Hogg said. 



“Move Beyond is our call to action.”


“For us, it is to have an ambitious leadership mindset. It represents our continued commitment to delivering personal service that moves people emotionally.” 


With the new branding, come three core values for the airline, namely thoughtfulness, progression and a can-do spirit. 


In real terms, that means new seats, wi-fi on most long-haul aircraft, improved food and beverage in all classes and an upgraded digital platform, among other things. 


New inflight entertainment offerings are also coming soon, while a new Business Class experience is due in late 2019. 



What do you think of the new slogan/branding?


Click here to read the latest issue of traveltalk Click here to read the latest issue of traveltalk
Written by: Mark Harada
Published: 10 May 2019

comments powered by Disqus