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Cathay Pacific has launched a new campaign developed in partnership with Team One.

In the new campaign, Cathay Pacific is leaning into the cultural truth that air travel, especially on long-haul flights, can often feel like a chore or mere necessity, with in-flight time dragging on and leaving travellers feeling tired and uninspired, bound to their seats until they reach their destination.

But Cathay Pacific is leaning into the reasons-to-believe that are most important to both premium leisure and business travellers, including service, comfort, cuisine and on-board entertainment. The new campaign spotlights each travel amenity in a series of videos that map out a traveller’s timeline aboard Cathay Pacific depicting how enjoyable and ‘moving’ travel aboard can be, giving way to their campaign’s name ‘Be Moved.’ The campaign brings to life the brand’s ethos that time is precious, and every second is an experience for the senses, and every moment is a chance to be moved.

Cathay Pacific’s "Be Moved" campaign will reach audiences through a dynamic mix of digital displays, video content, social media, airport OOH, influencer collaborations, and media partnerships, focusing on key U.S. markets: Los Angeles, San Francisco, and New York.

“At Team One we’re no strangers to what premium travel means to consumers as we have a long history of connecting brands to the habits and cultural truths they care about most,” said Chris Graves, chief creative officer at Team One. “Cathay Pacific’s advertising showcases our favourite parts of long-distance travel, which we sometimes take for granted, showing us how the collection of all the experiences aboard create a memory that moves you and leaves an emotional imprint.”

“Here at Cathay Pacific, we believe that each flight is the beginning of a new adventure. We are passionate in our mission to enrich every aspect of the long-haul flight experience from takeoff to touchdown,” said Chris van den Hooven, senior vice president, Americas at Cathay Pacific. “With our 'Be Moved' campaign, we strive to showcase how each carefully crafted experience on-board transforms air travel, igniting the desire for discovery and exploration. From our exceptional service, world-class cuisine and in-flight comforts, Cathay Pacific is committed to leaving a lasting impression on each traveller.”