Campaign Spotlight

Campaign Spotlight: Life elevated with Cathay: Publicis Groupe and Cathay launch new premium travel lifestyle brand

HONG KONG — Cathay unveils a delightful new film that announces its evolution from an airline to a premium travel lifestyle brand. 

With the launch of Cathay, customers will enjoy rewards and curated 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 at Publicis Groupe Hong Kong, the film visualizes these rewards with a playful take on a magical world where the protagonist finds herself elevated. She explores a lush vegetable garden, a sea of dresses, a fitness galaxy, and a space filled with hotel chairs, only to discover that these scenes are all housed within Cathay’s new premium travel lifestyle brand. 

Edward Bell, General Manager of Brand, Insights, Marketing at Cathay Pacific, said, “It’s all part of ‘Move Beyond’ – a vision for leadership, innovation, and service excellence. Travel meets the everyday. The new ‘Cathay’ brand brings travel thinking and inspiration closer, into our everyday lives.” 

Natalie Lam, Chief Creative Officer, APAC and MEA at Publicis Groupe, said: “Hong Kong is a city full of premium lifestyle brands, we need a film that sets Cathay apart from the usual glitzy yet identical competition. Taking inspiration from Cathay’s heritage of service and attention to detail, we want to take the viewer out of the expected reality, by injecting magical twists into everyday moments, and bring them into an immersive, fluid journey of visual wonder.” 


Chief Creative Officer: Natalie Lam
Group Creative Director: Christopher Lee
Associate Creative Director: Jackie Wong
Senior Copywriter: Jay Lee, Zee Yeo
Senior Art Director: Anastasia Simone
Agency Producer: Annie Tong, Pelie Kwok
Account Management: Victor Lam, Jessica Lim, Javy Leung
Production Company: NZ Valley Production

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