Super-premium print magazine for the airline's most valuable customers
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.
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.
“On the Horizon was a complex project that required everything from collecting information, conducting a range of interviews, content strategy and actual production. The Cedar team brought great professionalism and storytelling to the project, and created a product that we are very proud of.”
For Cathay, On the Horizon represented the first time all of its new brand messaging, amenities and experiences had come together in one public-facing document: a consolidation of its newfound direction and what that meant in practice.
On the Horizon didn't just tell people about a few new services. It communicated Cathay Pacific's new service-first brand approach to its most valuable customer base, with a visual style and panache that made it clear that change was in the air.
We produced On the Horizon in English, Traditional Chinese, Simplified Chinese, Japanese and Korean.
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