Cathay Pacific's 'brand reboot' continues with this week's launch of a new campaign built around the theme of #LifeWellTravelled.
In adopting the hip hashtag the airline telegraphs its desire to be seen as a modern brand appealing to a connected (read 'young' or at least, #NotVeryOld) traveller.
And with a strong social media play inviting the public to share their own photos as '#lifewelltravelled moments' on a live gallery, Cathay Pacific also risks hashtag hijacking in a similar manner to the infamous QantasLuxury backlash.
But after market-testing #LifeWellTravelled among many of its top-tier travellers, Cathay Pacific believes this marketing mantra can also serve as a guidepost for endeavours to recreate its own identity anchored in not only travel but travel-as-a-lifestyle.
"We believe that travelling well is an important part of living well" Cathay Pacific explains on the #LifeWellTravelled launchpad.
"That’s why we continually strive to enhance the overall travel experience. Because when you travel well, your trip can become more memorable, more meaningful, more rewarding."
The airline's own aims include being more personable in service, "more considered in our design" and "more intuitive in anticipating your needs."
#LifeWellTravelled follows last year's new-look logo and branding which the airline described as "a cleaner, crisper, more contemporary identity."
Both the logotype and 'brushwing' brandmark have been refined and simplified.
The project will extend to the design of new websites, lounges, cabins, in-flight service, entertainment products and more.
This includes a new concept for airport lounges, which will be designed more like a warm upscale living space for relaxing rather than a cold airline lounge for transiting.
This is already evident in Cathay Pacific's new lounge at Tokyo's Haneda Airport, although it will reach its apex with the mid-year revamp of Hong Kong's The Pier First Class lounge.
Read our review of Cathay Pacific's new Haneda Airport lounge
Speaking with Australian Business Traveller in November 2014 Dane Cheng, Cathay Pacific's Director of Sales & Marketing, confirmed that "'travelling well' will be a core part of the brand refresh."
"We see Cathay Pacific as global brand which is not just about the airline but about the lifestyle, about travelling well and travelling in style and being well looked after," Cheng said.
"It's more progressive and reflects where we are now" Cheng explains. "We have some of the best lounges in the world, one of the best first class and business class products, so it's time for us to have our brand revitalised to keep up with that product."
Read more: Cathay Pacific reveals new-look brand
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