‘Awareness is critical’: Inside Cathay Pacific’s ‘always on’ brand push

When the pandemic hit in 2020, Cathay Pacific was part of an industry forced to shut down practically overnight and which has struggled to recover since. 

Headquartered in Hong Kong, these challenges were compounded for the regional airline, which sat at the heart of a region hit particularly hard by Covid. Not spending any money, brand awareness and consideration “dropped significantly” in the years following, but the airline is now making moves to shift the dial. 

“While we’ve been quiet for the last few years, we’ve got a lot of ground to make up,” says Cathay Pacific’s head of marketing and lifestyle for Europe, Lisa Delaney. “Building that brand awareness is critical.”