The new brand will lead the charge for the wider Cathay family globally, streamlining client interaction with Cathay Pacific.
Cathay's new premium travel lifestyle brand has rolled out to global markets, including the UK, spotlighting passion for travel as a way of life under the 'Cathay' master brand.
The brand spans flights, holidays, dining, shopping, wellness, and payment.
Cathay Pacific will fly the airline flag under the wider umbrella brand.
CEO Ronald Lam said: "This month marks 77 years since the Cathay story first began with a single Douglas DC-3 aircraft nicknamed ‘Betsy’ and a drive to connect the world and its people. As the habits and needs of our customers have changed over the years, so too have we.
"Our evolution into Cathay marks an exciting new chapter in our history and reflects our renewed focus on the customer and our determination to fulfil our vision of becoming one of the world’s greatest service brands."
The brand's first global campaign in three years, 'Feels Good To Move', celebrates that passion for travel, calling clients to get moving again.
Edward Bell, general manager of Brand, Insights and Marketing Communications, added: "This campaign goes straight to the heart of why Cathay exists as a premium travel lifestyle brand – a brand that aims to enable us to live the premium travel lifestyle, every day.
"Since our beginnings, Cathay has always been about forward progress. Restlessness is in our DNA. This campaign is a celebration of how good it feels to move."
The campaign will roll out across the UK through TV, cinema and radio placements, along with key platform messaging.
