What does it take to rebuild an airline brand after the devastating impact of a global pandemic? Ed Bell, General Manager Brand, Insights and Marketing Communications at Cathay Pacific, takes us behind the scenes of one of aviation's most remarkable recovery stories.
Bell's journey from agency dynamo during China's economic boom to airline marketing leader offers a masterclass in resilience and strategic thinking. Having worked on iconic launches like the Motorola Razr and Beijing Olympics with Adidas, he brings a unique perspective on what truly drives consumer choice in premium markets.
At the heart of Cathay Pacific's revival is a refreshingly straightforward philosophy: happy staff create happy customers, who in turn generate strong financial results. During the darkest days of the pandemic, when budgets disappeared and uncertainty reigned, the airline doubled down on celebrating their employees through "Cathay Stories" - showcasing extraordinary acts of dedication that maintained morale when it mattered most.
Rather than competing through flashy amenities, Cathay embraces "human-centric design" - creating experiences that make passengers feel genuinely at home. This approach extends from their more residential-feeling lounges to communications that emphasize emotional connection rather than feature lists. As Bell explains, they position themselves as "the winds beneath your wings," not the star of the show.
For marketers in any industry, Bell's insights on measuring effectiveness are particularly valuable. Through sophisticated modelling, Cathay has quantified that brand emotions drive approximately 50% of consumer choices, with a 1% increase in consideration across just four markets translating to half a billion dollars in value. This data-driven approach helps marketing secure its rightful place in business strategy conversations.
Listen now to discover how Cathay Pacific is soaring again, and why Bell believes that regardless of technology trends, "the battle for business starts in the mind" of your customers.

About Ed Bell, General Manager Brand, Insights and Marketing Communications, Cathay Pacific

Ed Bell is responsible for the development of brand strategy, consumer insights, loyalty marketing and marketing communications for the Cathay Pacific group globally.

He has spent the majority of his career in marketing strategy and later as a CEO for marketing and communication consultancies across Asia and Greater China, working for a diverse set of brands and businesses.

A seasoned marketing professional, he is the recipient of the prestigious IPA and Jay Chiat awards for marketing effectiveness and strategy and is a regular author and speaker.

Originally from Melbourne, Ed trained in psychology and later marketing. He is married with three children and calls Hong Kong home.

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