Speaking as a Marketing practitioner, I can’t seem to make a sense out of Move Beyond from a passengers perspective. What does CX want me to Move Beyond? The posters said Move Beyond Expectations, The Familiar, Local Ambition, Age, Labels. I get those but how does it tie me back to Cathay Pacific? How does it make me want to go and buy a Cathay Pacific ticket?

Like I said before watching the videos it sounded more like an ad for an insurance company or a financial institution than an airline. While Move Beyond seems to be a fantastic call to action, it’s a call to action to the airline. To the management, the staff, to the caterers, but Move Beyond doesn’t inspire me, as a customer, as a passenger to book a flight.

I had this discussion with a friend on IG. Move Beyond sends an aspirational message much like Nike’s “Just Do It”, but Nike is a fitness brand and “Just Do It” reinforces their call to action, play basketball, work out...and you need shoes and gear to do it. Of course Nike wants to carry that philosophy to the customers day to day life regardless if they are working out of not.

Now Move Beyond while maybe similar doesn’t seem to have anything immediately actionable that could be related to CX.

Move Beyond Labels is my favorite...


For one I think CX is one of the few Asian carriers to come out in support of LGBTQ which I think is a bold move on their part however how does that inspire me to plan a trip and buy a ticket from Cathay Pacific?