Singapore – Cathay has rolled out a new campaign called ‘Feels Good to Move’, which is part of the airline’s rollout of its new premium travel lifestyle brand, and celebrates passion for travel as a way of living under their master brand and simplifying the way their customers interact with them.
Created by Publicis Groupe Hong Kong, the ‘Feels Good To Move’ campaign consists of a diverse content system where each touchpoint is fuelled by energetic and playful observations about how much humans love moving – this very fact is the reason for being for the entire travel lifestyle industry globally.
It kicks off with a film that explores how good it feels to move in all situations in life, big and small, set to a cover of Junior Senior’s classic track ‘Move Your Feet’ and directed by Pierre Dupaquier from We Are From LA.
For Cathay, the new campaign represents much more than airline travel but rather represents their evolution into a premium travel lifestyle brand consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness and payment.
Moreover, the ‘Feels Good to Move’ campaign celebrates humanity’s innate urge to move, starting from someone’s very first heartbeat, and every piece of content is an irresistible call to get moving.
Ronald Lam, chief executive officer at Cathay, 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.”
He added, “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.”
Meanwhile, Edward Bell, general manager of brand, insights and marketing communications at Cathay, commented, “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.”
Natalie Lam, chief creative officer at Publicis Groupe APAC, said, “We’re all born with a restless urge to move, never truly staying still even if we’re supposed to. Rolling around in our mother’s belly, restlessly waiting for class to be over, those moments where it feels good to shake a little in a yoga class, just because staying completely still is against human instincts. Thinking about the next move in life, or dreaming of the next trip, when you’re still enjoying the current one. This urge to move is exactly why we travel, how we make progress, and why a world-class brand like Cathay exists in the first place, and keeps progressing — to facilitate humanity’s urge to move forward.”
She added, “This global brand campaign is an amazing opportunity to defy the category clichés of beautiful destinations and travelers, and look back into the very reason why humans want to move — simply because it feels good. We are very excited to bring a new way of looking at airline creativity together with our brave clients at Cathay.”
