Hong Kong-based Cathay Pacific has announced that ancillary revenue categories including holidays, shopping, dining, wellness and payment will be united under a common brand.

Simply known as ‘Cathay,’ the streams will have a common look and feel. The branding will be accompanied by a new global marketing campaign, entitled ‘Feels Good to Move’. In the UK, the campaign will be rolled out through an integrated multi-channel campaign from mid-September and will run until the end of November. It will include TV, cinema and radio placements across key platforms and also feature across a selection of impactful sites.

READ: Cathay Pacific hints at new business class suite

The airline’s Cathay Pacific brand remains unchanged and the loyalty programme ‘Asia Miles’ will continue under that brand.

Chief Executive Officer Ronald Lam said: “This month of September 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.”