Originally Posted by
Singapore_Air
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.
Maybe it’s simply because of the word “move”? It’s not powerful, nor does it remind people of speed or state of fulfilment? I fully agree with the human spirit thing, which could be applied to every airlines though. But people have to do it nicely, IMHO a slogan or a tagline needs to be concise (achieved), simple (achieved), powerful (no), and to the point (move... For a moving company yes, but no for an airlines or a train operating company).
I mean, for an airlines, they would usually use words like “Reach”, which implies a state of completion, therefore a sense of competitiveness, and “Fly”, which simply sticks to the theme and the word itself is shorter and more powerful?
I would say the Vietnamese “Reach Further”, and the Taiwanese “Be There” (THSR), are both more powerful, and stick to the point.