The airline Cathay announced its evolution from an airline to a premium travel lifestyle brand.
The company now makes dining, shopping, wellness and fitness experiences as well as hotel stays and flights available to its customers on the ‘Elevate Your Life’ platform. This is part of the rebranding strategy realized by Cathay in partnership with Publicis Groupe Hong Kong: the idea is to transform the airline services into a more immersive luxury brand offering a wider range of experiences.
The campaign that launched the successful rebranding arrived after a rough year for airlines: to relaunch its brand and business, Cathay went for a new image and we bet this strategy would reward it with sales and success.
Rebranding can bring fresh air to a suffering business after a difficult time but it can also support the company’s localization when expanding in a new market.
It may be a difficult decision to make, especially for a well-established company. This is why it is essential to rely on the consultancy of an expert team that can advise you after a careful analysis of the company’s assets and characteristics as well as of the market and present the pros and cons of the operation.