Edward Bell

As a marketing challenge, rebuilding doesn’t get talked about enough nor does it get enough credit. Launching shiny new work for a successful brand does not show chops the same way as dragging one back from the brink, polishing it until it gleams, and making people fall in love with it all over again.

And in Edward Bell's case, it’s been about restoring reputation and affinity after a long, bruising pandemic and multiple brand crises. Results like that require a fair bit of marketing genius and Bell has been doing that at Cathay Pacific since the pandemic years. 

Under Bell’s eagle eye, the airline also entered the top 100 brands for RepTrak’s corporate reputation tracking. Landing in 78th place in the rankings was a milestone for the airline, which previously sat outside of the top 100. The launch of the Aria Suite boosted consumer perception of the airline as an innovative and high-impact company, as did the ‘Every Move Counts’ campaign in collaboration with the Paris Olympics, featuring Hong Kong swimmer Siobhan Haughey.

Bell has also led the charge on updating Cathay Pacific’s customer experience, including a major recreation of the Cathay Pacific Safety Video. The new in-flight safety video is a true reflection of Hong Kong pride, combining compelling storytelling with creative thinking and taking advantage of the airline’s partnership with the West Kowloon Cultural District to film a scene in the iconic Xiqu Centre.

The airline also launched its first-ever sonic branding with Bell’s help. The ‘Song of Cathay’ is designed to capture its ‘Move Beyond’ spirit and add an audio dimension to its overall brand identity. Consumers now hear the tune being played in Cathay Pacific lounges, on board the aircraft, through app notifications and marketing assets, while they shop in Cathay Shop, and ask for help at the global contact centre hotlines. This creates an even stronger connection with the brand from a more holistic point of view, encompassing visuals and audio.

But topping the list is Cathay's ambitious work for its 80th anniversary campaign. Bell and creative arm Leo invested in a ten-minute film The Journey Home —a homage to decades of Hong Kong life around the hum of the airline's greentailfin. Audacious in length, restrained in execution and branding, and heartwarming, it is the kind of rare work that does long-form justice. 

Having previously worked on major launches such as the Motorola Razr and Adidas’ official sponsorship of the Beijing Olympics, Bell’s leadership and authority in the marketing industry is firmly rooted in resilience and strategy. His guidance has been crucial to reviving Cathay Pacific’s brand identity amongst consumers as he prioritised emotional connection and the feeling of home as a way to showcase the airline as “the winds beneath your wings”, as he described during an appearance on WFA’s Better Marketing Pod with David Wheldon last year.

Bell is a highly regarded speaker in industry circuits, having spoken over the last year at the Milken Institute in Singapore about the use of AI in marketing. He also delivered an address on technology in marketing at the Hong Kong IAB Marketing Conference. As a mentor, Bell is also involved in the Swire Women’s Network.