Cathay injects humour and light-heartedness into CNY campaign

Cathay Pacific has unveiled a new global campaign to share its heartwarming greetings and blessings with every passenger ahead of the Chinese New Year.

This comes as Cathay wishes to break the public perception of CNY greetings being tacky and repetitive, and it wants to present greetings that are heartfelt, genuine, and unique from Cathay.

Available until 19 February, the two-week-long campaign features a 42-second video which elevates tradition and shows how Cathay’s staff strive to offer the best customer experience, from curated shopping offers to dining deals and holiday packages.

The campaign is available worldwide and was produced by Cathay’s in-house creative team. In terms of marketing strategies, a spokesperson from Cathay told MARKETING-INTERACTIVE said as part of its brand platform Move Beyond, Cathay wishes to keep everyone moving forward as they connect with meaningful people, places and experiences this Lunar New Year.

The initiative is amplified via various social platforms including Cathay’s global Facebook, Instagram, LinkedIn, X and YouTube.

Jessica Lee, head of brand and content at Cathay, said: ““Chinese New Year greetings have always been a traditional part of the festive season and this year we put our own ‘Cathay’ spin on some of the most well-known sayings. With tongue-in-cheek key visuals to go with our incredible colleagues, we truly hope our clip will bring some joy and happiness to this most auspicious time of the year, while reminding our customers that all our different lines of business are committed to delivering great service that moves people forward into the new year.” 

Don't miss: Cathay Pacific celebrates the launch of global 'Cathay' brand with new campaign

Back in September 2023, Cathay Pacific unveiled a new global campaign "Feels Good To Move" in celebration of the launch of its new premium travel lifestyle brand "Cathay", simplifying the interactions between the airline and its customers. 

The "Cathay" brand represents the company's evolution into a premium travel lifestyle brand consisting of a host of complementary categories – flights, holidays, shopping, dining, wellness and payment. Available globally, "Cathay" will now be the company's master brand while Cathay Pacific remains the brand of its airline, said the release. 

"Cathay" also invites people to capture big and small #FeelsGoodToMove moments in Hong Kong. The most beautiful moments will be broadcast on the streets of Hong Kong and across Cathay’s social channels.

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