Following record losses, job cuts, and the closure of its regional Cathay Dragon service, can the beleaguered airline 'move beyond' like its own motto suggests?
New 'Cathay' brand is introduced initially in Hong Kong only through a new campaign and film from Publicis Groupe.
The airline encourages staff and Hong Kong people to get their jabs so they can get flying again.
As the pandemic continues to impact marketing plans, a panel of CMOs advise that marketers should focus on story doing over storytelling and empower local markets to devise their own impactful campaigns.
The move comes as part of a wider restructuring for the Hong Kong-based airline that will see 8,500 job roles eliminated.
Edward Bell has proven to be a steady captain even in turbulent times. Before the pandemic hit, he had led the airline onto a new and successful brand platform infused with more purpose.
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