Campaign Spotlight

Campaign Spotlight: Publicis Groupe Hong Kong and Cathay Pacific “Move Beyond” in Rebranding Campaign Directed by Jake Scott

HONG KONG–Publicis Groupe Hong Kong is proud to share its newest work for Cathay Pacific, the international carrier headquartered in Hong Kong. The rebranding campaign showcases a true Power of One effort with creative led by Leo Burnett, 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 continues to put its customers first by focusing on how every individual’s journey, no matter how small or big, offers a unique path to the future.  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.

Using his storytelling expertise, Scott captures Cathay Pacific’s fresh tone in a dynamic film that 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.

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


About Publicis Groupe – The Power of One

Publicis Groupe  [Euronext Paris FR0000130577, CAC 40]  is a global leader in marketing, communication, and digital transformation.

Active across the entire value chain, from consulting to creation, and production, Publicis Groupe offers its clients a transversal, unified and fluid model allowing them access to all the Groupe’s tools and expertise around the world. Publicis Groupe is organized across four Solutions hubs:

Publicis Communications, Publicis Media, Publicis.Sapient and Publicis Health. These 4 Solutions hubs operate across principal markets, and are carried across all others by Publicis One. Publicis One is a fully integrated service offering making the Groupe’s expertise available to all clients, under one roof. Present in over 100 countries, Publicis Groupe employs nearly 80,000
professionals. | Twitter: @PublicisGroupe | Facebook: | LinkedIn: Publicis Groupe | | Viva la Difference !

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