Cathay Pacific: On the Horizon
Super-premium print magazine for the airline's most valuable customers
Making brand communications beautiful
In May 2019 Cathay Pacific launched a new brand campaign, Move Beyond, and introduced a host of new products, services, amenities and benefits.
Cathay wanted to communicate these developments to members of its Marco Polo Club frequent flyer programme, the airline’s most valuable customer base.
We were asked to create a magazine, in five language editions, that would showcase the new brand proposition and all of the new services and developments available to Marco Polo Club members.
Capturing the premium lifestyle
There was a wealth of new services to communicate, in areas spanning everything from lounges to the inflight experience, from technology and wellness to sustainability and new aircraft.
To do this required buy-in from departments across a vast organisation. We conducted interviews across the business to get to the heart of each of the new initiatives, then consolidated everything into an engaging, accessible and easily understood product.
The result was On the Horizon: a super-premium book that embodies the essence of Cathay’s new brand proposition and showcases the airline’s most important messaging in a minimalist, beautiful package.