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May 10, 2019 | 5:58 pm

#62

Singapore_Air

Join Date: Sep 2001

Location: Singapore

Posts: 2,737

Some insights from CampaignAsia:

Edward Bell, general manager of brand, insights and marketing communications for the airline, explicitly likened 'Move beyond' to 'Just do it'.
Bell contrasted 'Move beyond' against the former tagline, 'Life well travelled'. "We just felt that with what we need to do in the future, we want something a bit bolder," he said. "Something that brings a bit more power. And also we wanted something that can be as meaningful internally as it would be for our customers."
Asked whether 'Move beyond' might be seen by some as the airline's way of asking the world to forget about its massive data breach, Bell responded with some passion. "We've had our challenges," he said. "And 'Move beyond' is absolutely relevant to those kinds of things. I think every company has its ups and downs, as every person has their ups and downs. This idea is about the triumph of the human spirit. That nothing is ever always easy, and there are going to be tough times. But it's about what you do when you have a knock... Do you lie down, or do you get up and kind of kick on?"
One way Cathay Pacific will be putting its new motto into action is in terms of media spend, which will increase significantly, especially above the line. The brand will spend "tens of millions more" than it has commonly spent in the recent past in order to drive the "anthemic" new message out to the world, Bell said.

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